Brandy is very specific about the features of the new oven she plans to buy. The product features that she considers while choosing among alternatives are known as the:
a. appraisal standards.
b. evaluative criteria.
c. assessment parameters.
d. alternative features.
Question 2The major advantage of gathering data through unobtrusive observation over surveys is that the data are free from distortions, inaccuracies, or other response biases.
Indicate whether the statement is true or false
Question 3A collection of web pages, images, videos, and other digital content that is hosted on a Web server is known as a ______.
a. World Wide Web
b. website
c. mash-up
d. portal
Question 4Sue considers buying a sedan this summer. She has been looking into the details of all the models available within her budget and liking. The number of alternatives she actually considers in making a purchase decision is referred to as:
a. the evoked set.
b. customer options.
c. evaluative criteria.
d. cognitive choices.
Question 5Observation is the systematic process of recording the behavioral patterns of people, objects, and occurrences as they are witnessed.
Indicate whether the statement is true or false
Question 6An issue marketers need to be aware of is click fraud which is:
a. Clicking on Internet advertising in an attempt to gather more information concerning the brand the website advertises.
b. Hacking into a website and artificially increasing the number of hits it receives in order to increase its advertising expenditures.
c. Hacking into a user's computer and injecting a virus into it that will automatically transfer any click through the user makes to the offending company's website.
d. Clicking on Internet advertising solely to generate illegitimate revenue for a website carrying an ad.
Question 7In a learning situation, reinforcement is:
a. the immediate expected change in behavior as a result of experience.
b. an individual's reaction to a set of cues.
c. the reduction in drive that results from a proper response.
d. any strong stimulus that impels action.
Question 8Before conducting a survey of more than 1,000 sales managers, a researcher is conducting a trial run with a group of 50 sales managers to iron out fundamental problems in the survey design. This researcher is:
a. cross-checking.
b. pretesting.
c. cross-validating.
d. test-retesting.
Quick Reply
