For an online survey or mail survey for which everyone in the sample frame is qualified to respond, which of the following inputs is NOT needed to calculate the response rate?
a. Number of usable questionnaires
b. Number of contacts attempted
c. Eligibility percentage
d. Number of wrong addresses
e. All of these are required.
Question 2Curating content refers to locating content from paid sources that can be used in the content marketing program.
a. True
b. False
Indicate whether the statement is true or false
Question 3Media advertising and P-O-P communications must be ____ so that in-store reminder cues can capitalize on the back-ground work media advertising accomplishes.
a. heavily used
b. unique
c. tightly integrated
d. awareness generating
e. informative
Question 4A researcher wishes to have an indicator of the overall quality of a data collection effort. Which indicator should the researcher review?
a. Response rate
b. Contact rate
c. Eligibility percentage
d. Confidence interval
e. Sample size
Question 5Social media does not play an important role in B2B content marketing.
a. True
b. False
Indicate whether the statement is true or false
Question 6Michael Jordan has been a well-paid endorser for Gatorade sports drink. Suppose that in addition to his role as TV spokesperson, the makers of Gatorade decide to place a likeness of Michael Jordan on every Gatorade bottle. Doing this would represent an appropriate marketing use of the ____.
a. encoding incompleteness principle
b. fallibility of memory hypothesis
c. recoding of thought hypothesis
d. encoding specificity principle
e. conspicuity principle
Question 7An interviewer finds that a subject is not at home; to complete his sample, he substitutes the nearest available subject for the missing subject. This practice is
a. reasonable and provides accurate results.
b. not recommended as it complicates the problems by increasing the proportion of at-homes in the sample.
c. recommended even though it increases the proportion of at-homes.
d. unreasonable although the results are generally accurate.
e. probably the best available technique for handling the not-at-home problem.
Question 8B2C marketers use significantly more types of content in their marketing programs than do B2B marketers.
a. True
b. False
Indicate whether the statement is true or false
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