Jose is conducting research in his company's
latest product. He wants to get a large number of people's opinions on the same topics, but leave room to expand on and probe certain topics if he needs to during the interview. Jose should utilize a(n) .
A. structured interview
B. unstructured interview
C. moderately structured interview
D. uniquely structured interview
Answer: C
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Procedures for content analysis should be
a. implicit, qualitative, and replicable b. explicit, qualitative, and replicable c. explicit, quantitative, and replicable d. implicit, qualitative, and nonreplicable e. illicit, qualitative, and nonreplicable
Answer the following statement(s) true (T) or false (F)
1. When Sony launched its PlayStation 2 video game system, it did relatively little advertising because it did not have enough of the systems ready to sell. 2. The New Coke product, introduced in 1985, failed because most people did not like the taste. 3. The “big idea” is an advertising concept that will grab people’s attention, make them remember the product, and make them take action. 4. The biggest change in outdoor advertising over the past 10 years has been the growth of digital billboards. 5. Most American consumers can easily identify native advertising as paid marketing messages.
According to the Impact / Money box, “Top 10 Worldwide Public Relations Agencies,” where is the world's top public relations agency located?
a. London b. Paris c. Chicago d. New York
A story told by the speaker is _________________
Fill in the blank(s) with the appropriate word(s).