Kellogg is conducting a marketing research study in which the sample is drawn at a single point in time from several segments of the market for cereal. The company is trying to learn the various types of cereals consumers like and at what time of day they prefer to eat them. Which type of study does this represent?
a. phenomenology
b. cluster study
c. cross-sectional study
d. longitudinal study
Question 2Branded entertainment has been around for quite some time with its origins located in the 1920s and 1930s, and escalating in the 1980s.
Indicate whether the statement is true or false
Question 3The ________ devotes more time to long-range strategic planning as compared to other organization personnel.
a. middle management
b. manufacturing labor
c. supervisory management
d. top management
Question 4Which type of question limits the number of allowable responses?
a. undisguised question
b. structured question
c. cross-sectional question
d. finite question
Question 5If an advertisement placed on the television program American Idol is watched at least once by 12 percent of the advertiser's target audience, then the message weight is said to be 12.
Indicate whether the statement is true or false
Question 6ShopNow was planning to buy a store in a new city, but decided to renovate a store that had shut down in their city. This decision is an example of:
a. marketing planning.
b. tactical planning.
c. strategic planning.
d. economic planning.
Question 7The practice of filling in fake answers or falsifying questionnaires while working as an interviewer is called:
a. sampling error.
b. selection error.
c. interviewer malfeasance.
d. interviewer cheating.
Question 8A media mix includes strategy, objectives, media choices, and a media schedule for placing a message.
Indicate whether the statement is true or false
Question 9________ plans are long-term plans that focus on those organizational objectives that will significantly affect the firm for five or more years.
a. Tactical
b. Strategic
c. Marketing
d. Economic
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