A survey that provides a direct measure of the brand name's value is called
A)Excess-price approach
B)Market-based assessment
C)Dollarmetric scale
D)Trade off analysis
E)None of these

Question

Quizplus · Accepted Answer

The Dollarmetric scale is a survey method that directly measures the perceived value of a brand name by asking consumers how much they would be willing to pay for a product with a specific brand name compared to a generic or another brand.

A Survey That Provides a Direct Measure of the Brand