广告调查（第二版）英文 答案 Chapter 18 Brand Maps

Copyright©2012PearsonEducation,Inc.

AdvertisingResearch:TheoryandPractice,2e(Davis)

Chapter18BrandMapping

1)________mapsprovideavisualrepresentationofconsumers'attitudes,typicallyintermsoftheperceivedstrengthsandweaknessesofbrandsthatcompeteinthesamecategory.

A)Perceptual

B)Personification

C)Symbolic

D)Judgment

E)Picture

Answer:A

PageRef:516

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

2)Perceptualmapsinformadvertiserswithregardtothe________consumersusetoevaluatebrands.

A)numericcriteria

B)scale

C)dimensions

D)scope

E)range

Answer:C

PageRef:516

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

3)Adimensionisabroaddescriptorwhichrepresentsagroupofrelated,individualproduct________.

A)signs

B)attributes

C)symbols

D)names

E)enhancements

Answer:B

PageRef:516

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

4)Considertheperceptualmapshownbelow.

Whichisthebestquadrantforabrandtobein?

A)I

B)II

C)III

D)IV

Answer:B

PageRef:516-518

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:AnalyticSkills

5)Considertheperceptualmapshownbelow.

Whichistheworstquadrantforabrandtobein?

A)I

B)II

C)III

D)IV

Answer:D

PageRef:516-518

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:AnalyticSkills

6)Considertheperceptualmapshownbelow.

Whichquadrantsrepresentamixofbrandstrengthsandweaknesses?

A)IandII

B)IandIV

C)IandIII

D)IIandIII

E)IIandIV

Answer:C

PageRef:516-518

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:AnalyticSkills

7)Considertheperceptualmapshownbelow.

Whichbrandisinthestrongestcompetitiveposition?

A)Bebo

B)Facebook

C)Myspace

D)Zanga

Answer:B

PageRef:518-519

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:AnalyticSkills

8)Considertheperceptualmapshownbelow.

Whatneedstobeaddedtothismapinordertodeterminethesinglebrandthatisinthestrongestcompetitiveposition?

A)averagebrandratings

B)additionalbrandsintheupperleftquadrant

C)additionalbrandsinthelowerleftquadrant

D)theidealbrand

E)additionalbrandsinthelowerrightquadrant

Answer:D

PageRef:518

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

9)Considertheperceptualmapshownbelow.

Whichbrandisintheweakestcompetitiveposition?

A)Myspace

B)Bebo

C)Zanga

D)Zorpia

E)Yahoo!360

Answer:E

PageRef:518

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

10)Thecreationofaperceptualmapbeginswithalistofspecificcategoryattributes.

Answer:TRUE

PageRef:518

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

11)Datacollectionunderlyingthecreationofaperceptualmaprequiresthateverybrandbeevaluatedoneveryattribute.

Answer:TRUE

PageRef:520

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

12)Whattypeofmeasurecollectsthedatausedtocreateaperceptualmap?

A)multiplechoicequestions

B)dichotomousquestions

C)ratingscale

D)constantsumquestions

E)semanticdifferential

Answer:C

PageRef:520

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

13)________isusedtodeterminethenumberofdimensionsconsumersusetoevaluatebrands.

A)Factoranalysis

B)Chi-square

C)Analysisofvariance

D)Multi-modalanalysis

E)Hybridanalysis

Answer:A

PageRef:520

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

14)Youconductafactoranalysisleadingtothecreationofperceptualmaps.Fourfactorshavebeenidentified.Howmanyperceptualmaps,intotal,needtobecreatedinordertoplotallcombinationsoffactors?

A)1

B)2

C)4

D)6

E)8

Answer:D

PageRef:520

Difficulty:Moderate

LearningObj.:LO2

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

15)Youconductaperceptualmappingstudy.Thefollowingdataisobtainedfromtheinitialfactoranalysis.

Whatwouldbethemostappropriatenumberoffactorstoselectforthenextstepoftheanalysis.

A)1

B)2

C)3

D)4

Answer:D

PageRef:521

Difficulty:Moderate

LearningObj.:LO2

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

16)Youconductaperceptualmappingstudy.Thefollowingdataisobtainedfromtheinitialfactoranalysis.

Thequestionmarkshouldbereplacedwith________.

A)0.0

B)7.8

C)8.9

D)11.1

E)cannotbedeterminedfromtheinformationprovided

Answer:C

PageRef:521

Difficulty:Difficult

LearningObj.:LO2

Classification:Synthesis

AACSBStandard:ReflectiveThinkingSkills

17)Youconductaperceptualmappingstudyforshampooanddecidethatitisathree-factorsolution.Thecomputerthendeterminestheextenttowhicheachattributeisassociatedwitheachfactor.Thedataisshownbelow.

Whichfactor(s)containthreeattributes?

A)Factor1

B)Factor2

C)Factor3

D)BothFactors1and2

E)BothFactors2and3

Answer:B

PageRef:522-523

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

18)Youconductaperceptualmappingstudyforshampooanddecidethatitisathree-factorsolution.Thecomputerthendeterminestheextenttowhicheachattributeisassociatedwitheachfactor.Thedataisshownbelow.

Theattribute"untangleshair"ismostcloselyrelatedtowhichotherattribute(fromthelistbelow)?

A)Repairssplitends

B)Makeshaireasytostyle

C)Revitalizeshair

D)Onebottlelastsalongtime

E)Renewshair'snaturalvitamins

Answer:B

PageRef:522-523

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

19)Youconductaperceptualmappingstudyforshampooanddecidethatitisathree-factorsolution.Thecomputerthendeterminestheextenttowhicheachattributeisassociatedwitheachfactor.Thedataisshownbelow.

Whichfactorisbestlabeled"Best/worstforhealthyhair?"

A)Factor1

B)Factor2

C)Factor3

Answer:B

PageRef:522-523

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

20)Aperceptualmappingstudywasconductedtoexploreconsumers'perceptionsofvariousbrandsoftelevisionsets.Twodimensionswerediscovered:PictureQualityandSound.Theaverageratingsfordifferentbrands,aswellastheIdealbrand,oneachdimensionisshownbelow.Thescalerangeisfrom+3to-3.

Thebrandthatisbestpositionedtomeetconsumers'preferencesisbrand________.

A)A

B)B

C)D

D)F

E)H

Answer:B

PageRef:523-524

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

21)Aperceptualmappingstudywasconductedtoexploreconsumers'perceptionsofvariousbrandsoftelevisionsets.Twodimensionswerediscovered:PictureQualityandSound.Theaverageratingsfordifferentbrands,aswellastheIdealbrand,oneachdimensionisshownbelow.Thescalerangeisfrom+3to-3.

InordertomoveclosertotheIdeal,BrandEneedstoprimarilygeneratemorepositiveperceptionsofits________.

A)picturequalityonly

B)soundqualityonly

C)bothpicturequalityandsoundquality

Answer:B

PageRef:523-524

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

22)Aperceptualmappingstudywasconductedtoexploreconsumers'perceptionsofvariousbrandsoftelevisionsets.Twodimensionswerediscovered:PictureQualityandSound.Theaverageratingsfordifferentbrands,aswellastheIdealbrand,oneachdimensionisshownbelow.Thescalerangeisfrom+3to-3.

Whichbrandhastheleastdevelopedbrandimage?

A)A

B)D

C)E

D)G

E)H

Answer:A

PageRef:523-524

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

23)Whenthinkingaboutadvertisingstrategy,thebrandclosesttotheIdealbrandwouldmostlikelytrytodefendandmaintainitscompetitiveposition.

Answer:TRUE

PageRef:525

Difficulty:Easy

LearningObj.:LO3

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

24)Youconductaperceptualmappingstudyanddecidethatthreedimensionsarerequired.Then,aspartofdataanalysis,youdividethesampleintotwogroups:youngermenandoldermen.Theratingsofbothgroupsforyourbrand,aswellastheIdealbrand,areshownbelow.Thescalerangeis+3to-3.

Thetwogroupsofmen________thatallthreedimensionsareimportantinthepurchasedecision.

A)agree

B)disagree

Answer:B

PageRef:523

Difficulty:Difficult

LearningObj.:LO2

Classification:Synthesis

AACSBStandard:AnalyticSkills

25)Youconductaperceptualmappingstudyanddecidethatthreedimensionsarerequired.Then,aspartofdataanalysis,youdividethesampleintotwogroups:youngermenandoldermen.Theratingsofbothgroupsforyourbrand,aswellastheIdealbrand,areshownbelow.Thescalerangeis+3to-3.

Considerthefollowingtwostatements:

I. Thetwogroupsofmenhavesimilarimagesofyourbrand.

II. Youcouldimproveyourbrand'spositioninthemarketplaceforbothgroups

ofmenifyouimproveyourbrand'simageonDimension3.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:D

PageRef:523

Difficulty:Difficult

LearningObj.:LO2

Classification:Synthesis

AACSBStandard:AnalyticSkills

26)Correspondencemaps,similartoperceptualmaps,provideexplicitinsightsintothedimensionsconsumersusetoevaluatebrands.

Answer:FALSE

PageRef:529

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

27)Thecreationofcorrespondencemapsrequiresthatdatabecollectedatthe________levelofmeasurement.

A)nominal

B)ordinal

C)interval

D)ratio

Answer:A

PageRef:530

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

28)Considerthecorrespondencemapshownbelow.

WhichbrandmostcloselycompeteswithBrandA?

A)BrandB

B)BrandC

C)BrandE

D)BrandF

Answer:A

PageRef:530

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

29)Considerthecorrespondencemapshownbelow.

Whichattributeshownbelowisthemostvaluedbyconsumers?

A)Excellentselection

B)Reliablephones

C)Excellentservice

D)Knowledgeablesalespeople

Answer:C

PageRef:530

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

30)Considerthecorrespondencemapshownbelow.

Yourclient,whodoesnotappearonthemap,asksifthecompanyshouldstressthereliabilityoftheirphonesorexcellentvalue.Whatisyourrecommendation?

A)stressreliability

B)stressexcellentvalue

C)eitherattributeisequallygoodtostress

Answer:B

PageRef:530

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

31)Considerthecorrespondencemapshownbelow.

YouhavebeenhiredasaconsultanttoCompanyG.Whichofthefollowingwouldbethebestrecommendationtomake?

A)Continuetostressthereliablephonesandknowledgeablesalespeople

B)Shiftemphasistobillingaccuracy

C)Shiftemphasistovalueandworksanywhere

Answer:C

PageRef:530

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

32)Brandconceptmapsfocuson________brand(s).

A)onlyone

B)exactlytwo

C)threeormore

Answer:A

PageRef:531

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

33)Thefirststepinthecreationofabrandconceptmapis________.

A)aggregation

B)mapping

C)elicitation

Answer:C

PageRef:531

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

34)Thelaststepinthecreationofabrandconceptmapis________.

A)aggregation

B)mapping

C)elicitation

Answer:A

PageRef:531

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

35)Thinkaboutthecreationofabrandconceptmap.The________stepidentifiesthemostimportantbrandassociations.

A)aggregation

B)mapping

C)elicitation

Answer:C

PageRef:532

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

36)Thinkaboutthecreationofabrandconceptmap.Onlyquantitativeresearchcanbeusedintheelicitationstate.

Answer:FALSE

PageRef:531

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

37)Thinkaboutthecreationofabrandconceptmap.Itisadvantageoustohavedifferenttypesofindividualsinthemappingandelicitationstagesofdatacollection.

Answer:FALSE

PageRef:532

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

38)Thinkaboutthecreationofabrandconceptmap.The________stepiswherearesearchercodesthemapscreatedbyeachindividualrespondentandthen,basedonthedataobtained,usesasetofdecisionrulestocombinetheindividualmapsinonemasterexemplarmap.

A)aggregation

B)mapping

C)elicitation

Answer:A

PageRef:532

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

39)Theendgoalofbrandconceptmapcreationisasetofmaps,eachofwhichrepresentstheperceptionsofasingleindividual.

Answer:FALSE

PageRef:532

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

40)Inabrandconceptmap,the________thenumberoflineslinkingtwoattributesthegreatertheassociation.

A)greater

B)fewer

C)larger

Answer:A

PageRef:533

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

41)Abrandconceptmapallowsanadvertisertoseeimportantbrandassociationsandhowtheseassociationsareconnectedintheconsumers'mind.

Answer:TRUE

PageRef:533

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

42)Perceptualmapsforthesamebrandsoftenchangeacrossdifferentconsumersegments.

Answer:TRUE

PageRef:538

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

43)Considerthefollowingtwostatementswithregardtotheuseofperceptualmaps.

I. Plottingcurrentandpotentialcustomersonthesamemapcanmakean

importantcontributiontostrategicdecisionmaking.

II. Theuseofbeforeandafterperceptualmapscantrackadvertisingimpact.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:C

PageRef:538

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

44)Researchusingperceptualmapshasshownthatadvertisinghasthepowertochangethedimensionsconsumersusetoevaluatebrands.

Answer:TRUE

PageRef:540

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

45)Youconductaperceptualmappingstudyforautomobilesanddecidethatitisathree-factorsolution.ThelabelassignedtoeachfactorisshownintheTablebelow.Thetablealsoshowstheaverageratingofeachbrand(plustheIdealbrand)oneachfactorusingascaleof-5to+5.

Whichbrandisinthestrongestcompetitiveposition?Whichbrandisintheweakestcompetitiveposition?Why?

Answer:BrandEisinthestrongestposition,beingtheclosesttotheIdealbrand.BrandFisintheweakestposition.ThisbrandisthefurthestfromIdealandistheonlybrandtobeplacedinQuadrantIV(reflectingthecompleteabsenceofanypositiveperceptions.)

PageRef:522

Difficulty:Moderate

LearningObj.:LO2

Classification:Synthesis

AACSBStandard:AnalyticSkills

46)Youconductaperceptualmappingstudyforautomobilesanddecidethatitisathree-factorsolution.ThelabelassignedtoeachfactorisshownintheTablebelow.Thetablealsoshowstheaverageratingofeachbrand(plustheIdealbrand)oneachfactorusingascaleof-5to+5.

HowdoestheIdealbrandhelpyoubetterunderstandco