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Questions and Answers

Which type of test requires consumers to say the product they have seen?

Starch test
Recall test (correct)
Recognition test
Memory test

What is the purpose of the starch test?

To measure consumer memory
To measure consumer emotional response
To measure consumer purchase intent
To measure consumer attention (correct)

What are some problems with the measure of memory?

Recognition bias, response lapse, measurement of purchase intent
Response bias, memory lapse, measurement of feeling evoked by the ad (correct)
Attention bias, memory lapse, measurement of emotional response
Recognition bias, response bias, measurement of purchase intent

Which factor can determine consumer attention in the starch test?

Both size and placement of ad (B) Signup and view all the answers

What does recall test necessarily indicate?

Consumer recognition (D) Signup and view all the answers

In which type of test are consumers shown products and asked which ones they saw?

Recognition test (A) Signup and view all the answers

What is response bias in the measure of memory?

Consumers tend to answer 'yes' more than 'no' (C) Signup and view all the answers

What does the starch test measure consumers on?

Attention, association, and reading comprehension (A) Signup and view all the answers

What is one of the problems with measuring a feeling evoked by an ad?

It is subjective and difficult to quantify (C) Signup and view all the answers

What does recognition test primarily measure?