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I didn’t even go to college or study marketing formally at all and I know what all of those mean.
Data is king in marketing, so you would think people who think they’re good at the craft would be paying attention to it and would actually know if their results were abnormal. 😂
So uh.. who’s gonna tell us what these things mean so we can feel superior in our marketing meetings?
In school, each of these terms were defined with variably different connotations depending on the angle of the courses. They may share a common thread, but vary slightly on the context, industry, and role. Depending on who they used as participants, they could have very likely shared a similar definition that failed to meet the ones the researchers used as standards.
Not understanding quant seems absurd, and makes me wonder about the methodology. ATL has always been nebulously referenced also, and would have little to no meaning to non-media marketers.
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I think if you ask 5 people you will get 5 variations. So maybe they all had the answer but the interviewer.