The activity of transferring data from a research project to computers is called:
a. dummy coding.
b. data entry.
c. data tabulation.
d. data analysis.
Question 2An advertiser employing a generic style makes no attempt to differentiate its brand from other competitors or to offer any claims of superiority.
Indicate whether the statement is true or false
Question 3Which of the following best completes the sentence It's difficult to ____ someone if I don't ____ them.?
a. Know, trust
b. Know, like
c. Trust, like
d. Trust, buy from them
e. None of the above
Question 4How do editors handle categorical responses, such as questions that ask a respondent to mark yes or no?
a. dummy coding
b. nominal coding
c. discrete coding
d. checklist coding
Question 5Historically, how were U.S. advertising agencies compensated for their purposes?
a. labor-based-fee system
b. 15 compensation system
c. performance-based-fee programs
d. reduced-commission systems
Question 6Which of the following training topics does not include information that will help salespeople earn trust?
a. Company policies
b. Competitive knowledge
c. Product knowledge
d. Developing customer relationships
e. All of the above will help salespeople learn how to earn trust.
Question 7Marc is responsible for determining how to interpret and classify responses to open-ended questions on a questionnaire. The rules he comes up with for interpreting, classifying, and recording data are called:
a. encryptions.
b. nodes.
c. codes.
d. records.
Question 8Which of the following most closely defines discounted cash flow (DCF)?
a. The price-break on advertising given to firms who use the same advertising agency for more than a year.
b. Taking value away from the brand so it has less market share and less profitability.
c. Advertising dollars that stream back to the advertiser.
d. Adding value to the brand so it has greater market share and greater profitability.
Question 9Suppose you were just hired as a salesperson and are preparing for training. Which of the following is not one of the more common topics covered during initial sales training programs?
a. Recruiting
b. Company history
c. Selling techniques
d. Industry history
e. Enhancing relationships
Question 10Which of the following is a method of handling missing data in which the entire record for a respondent that has left a response missing is excluded for use in statistical analysis?
a. list-wise deletion
b. complete deletion
c. universal deletion
d. step-wise deletion
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