Measuring brand associations involves which of the following?
A) Only quantitative research
B) Only qualitative research
C) Qualitative followed by quantitative research
D) Quantitative followed by qualitative research

Question

Quizplus · Accepted Answer

Measuring brand associations effectively often involves an initial qualitative research phase to explore the range and depth of associations consumers have with a brand, followed by quantitative research to measure the prevalence and strength of these associations across a larger sample.

Measuring Brand Associations Involves Which of the Following