Which of the following ad types does NOT tend to be rational in content and processed cognitively?
a. one-sided
b. comparative
c. dramas
d. image ads
Question 2Combining the data from adjacent categories of a Likert-scale item is a common form of data transformation.
Indicate whether the statement is true or false
Question 3The idea of targeting is merely one of
a. surveying.
b. assessing.
c. analysis.
d. selection.
Question 4Customer service is often viewed as the primary interface between logistics and marketing. Discuss the nature of this interface and how it might be changing.
Question 5__________ is when a piece of information is conveyed by any type of source, expert or not, and the consumer remembers the information, but not the source.
a. Source credibility
b. Cultural meaning
c. Sleeper effect
d. Subliminal advertising
Question 6The process of changing data from their original form to a format that more closely fits the objectives of the research study is called data transformation.
Indicate whether the statement is true or false
Question 7When estimating market size for B2B, start with the total population and break it down into the proportions that are relevant.
a. True
b. False
Indicate whether the statement is true or false
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