Question

1. In-depth interviews of consumers are often useful in foreign markets:

   	a.	to get insights into attitudes
   	b.	to capture nuances often lost in surveys
   	c.	when the government is hostile
   	d.	to avoid biases in research

1 points   

QUESTION 53

1. Luxury brands can reach a stage of maturity that:

   	a.	heralds their eventual demise
   	b.	like mass, requires new strategies
   	c.	can lead to revitalizing/repositioning
   	d.	reach scale and better pricing

1 points   

QUESTION 54

1. The concept of "associative transference" is related to:

   	a.	transferring your brands image
   	b.	to the halo effect and contagion
   	c.	the retail transfer of sales associates
   	d.	how consumers plan to shop

1 points   

QUESTION 55

1. Brand awareness is a metric and business objective:

   	a.	and not possible to develop online
   	b.	that is difficult to measure
   	c.	realizable offline and online
   	d.	already achieved through social media

1 points   

QUESTION 56

1. Insights from cognitive and behavioral sciences can help:

   	a.	change how brand managers manage
   	b.	graduate education
   	c.	better understand consumers and brands
   	d.	change brand marketing

1 points   

QUESTION 57

1. A brands unique value proposition refers to:

   	a.	its ability to bring the best price to market
   	b.	the value brands create
   	c.	what it would be worth if it was sold
   	d.	its identity by what it does best

1 points   

QUESTION 58

1. The fundamental challenge to luxury from the digital space is:

   	a.	to participate without selling products
   	b.	how to stay off the web
   	c.	maintain mystery in light of transparency
   	d.	to sell high priced products

1 points   

QUESTION 59

1. Maslow's Hierarchy of Needs is useful for engagement strategies:

   	a.	as a benchmark for engagement practices
   	b.	by providing perspective
   	c.	if applied by company psychologists
   	d.	when the strategies are failing

1 points   

QUESTION 60

1. Ritz Carlton's "Epic Bucket List" is an example of luxury’s:

   	a.	aligning with loyalists’ core values
   	b.	segmenting data bases
   	c.	following some of the mass brands
   	d.	finding new customers online

1 points   

QUESTION 61

1. The idea of one global consumer emerged from the advent of:

   	a.	the Internet and demand for luxury brands
   	b.	free-trade agreements
   	c.	free trade, fiber optics, and the Internet
   	d.	the Internet and free trade

1 points   

QUESTION 62

1. Brand Value, online, is best achieved through:

   	a.	establishing brand communities
   	b.	the intersection of marketing and sales
   	c.	co-creation, engagement, and relevancy
   	d.	a series of high-powered ads

1 points   

QUESTION 63

1. System I thinking in Kahneman's decision-making model resembles:

   	a.	our notion of "instinct" as a driver
   	b.	the highest order of systems theory
   	c.	an engineer's view of human behavior
   	d.	an untested, unproven idea

1 points   

QUESTION 64

1. The 80/20 rule is useful for:

   	a.	deciding the loyalist to customer ratio
   	b.	determining market share
   	c.	finding the locations of best customers
   	d.	staying best customer focused

1 points   

QUESTION 65

1. Brainstorming is:

   	a.	a method for training brand managers
   	b.	a way to clear your mind
   	c.	useful for brand name generation
   	d.	no longer useful given the Internet

Answer 1

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52. In-depth interviews are conducted because they capture detailed information that what can be captured through structured questionnaire or surveys

Hence option (b) is the correct answer. Surveys capture only as much information as we plan to collect beforehand. In-dept interviews on the otherhand provide an opportunity to ask probing questions and follow-up questions to get granular information

Insights into attitudes can also be gathered through surveys. Hence (a) is an incorrect option

The government being hostile or not has no relation with the method for research. Hence option (c) is incorrect

Biases may still be present in in-depth interview and hence removing biases is not the objective of preferring in-depth interviews. Hence option (d) is incorrect