1. Secondary research is information that has been collected and published by someone else.
True/False
2. Firms that specialize in interviewing, observing, recording, and analyzing the behavior of those who purchase or influence the purchase of a particular good or service are called primary research suppliers.
True/False
3. Which of the following refers to the amount customers spend on a brand?
A. return on investment
B. share of wallet
C. share of mind
D. value position
E. share of voice
4. Which advertising budgeting method uses competitors' budgets as benchmarks and relates the amount invested in advertising to the product's share of market?
A. historical method
B. benchmarking method
C. competitive budgets
D. percentage-of-sales method
E. comparative budgets