Item nonresponse is least likely to occur when an experienced interviewer asks questions directly.
Indicate whether the statement is true or false
Question 2With the rise of the Internet and other forms of new media, traditional media no long commands the majority of all ad dollars.
Indicate whether the statement is true or false
Question 3The social force within the environment that aids and protects the buyer by exerting legal, moral, and economic pressure on business is known as:
a. competition.
b. consumerism.
c. demographic diversity.
d. socio-cultural influences.
Question 4One disadvantage of personal interviews is the limited opportunity for feedback.
Indicate whether the statement is true or false
Question 5Abercrombie & Fitch ads will not appear in People magazine even though many of their target audience read the magazine for fear that the brand might appear to be too wholesome. The brand managers are concerned with ____.
a. context effects
b. media effects
c. effective voice
d. effective reach
Question 6Assume that Kellogg's is offering a new product specially designed to meet the nutritional needs of women between the ages of 45 and 60 . Quaker Oats is responding to ________ trends.
a. demographic
b. economic
c. social
d. political
Question 7A personal interview is a form of direct communication in which an interviewer asks respondents questions face-to-face.
Indicate whether the statement is true or false
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