Max's job at a research firm is to conduct mall-intercept interviews with consumers. His firm conducts research for several different consumer packaged-goods marketers. What is Max?
a. in-house interviewer
b. in-mall interviewer
c. fieldworker
d. data gatherer
Question 2The traditional view on whether or not Marcom objectives should be stated in terms of sales asserts that:
a. marketing objectives should always be stated in terms of sales.
b. it is misguided to use sales as the goal for a particular Marcom effort, because Marcom's exact impact on sales cannot be measured.
c. there is no correlation between Marcom efforts and sales figures at all.
d. marketing objectives for the year should rely solely on sales goals, which can be stated very concretely.
Question 3Order-takers are actively involved in creative selling.
Indicate whether the statement is true or false
Question 4Supervisors verify interviews by contacting all respondents and reinterviewing 50 of them.
Indicate whether the statement is true or false
Question 5The two elements of the hierarchy of Marcom effects that are linked by a double-headed arrow in the Hierarchy of Marcom Effects model because they are mutually reinforcing are:
a. brand loyalty and trial.
b. awareness and expectations.
c. beliefs and attitudes.
d. expectations and beliefs.
Question 6Salespeople working with existing customers are referred to as order-getters, and are not too involved in creative selling.
Indicate whether the statement is true or false
Question 7Gun-decking is a form of interviewer cheating in which an interviewer makes up the responses instead of conducting an actual interview.
Indicate whether the statement is true or false
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