The difference between the results obtained for a sample, and the results we would have obtained had we gathered information from the entire population is (the)
a. nonresponse error.
b. nonsampling error.
c. sampling error.
d. noncoverage error.
e. office error.
Question 2Placing cookies is part of the process of targeting unidentified users.
a. True
b. False
Indicate whether the statement is true or false
Question 3Experts in the design of store signage use a concept, termed ____, that refers to the ability of a sign to capture attention.
a. conspicuity
b. noticeability
c. spectacularity
d. stopping power
e. peculiarity
Question 4The results of a study based on a sample are a combination of
a. truth and office error.
b. sampling error and noncoverage error.
c. response and nonresponse error.
d. All of these are correct.
e. Both b and c are correct.
Question 5Behavioral advertising is costly and questionable in effectiveness.
a. True
b. False
Indicate whether the statement is true or false
Question 6An effective on-premise sign should perform which function?
a. attract new customers
b. brand the retail site in consumers' minds
c. create impulse purchases
d. a and b
e. a, b, and c
Question 7An important consideration for assessing the overall quality of a data collection effort is the
a. bias rate.
b. response rate.
c. collection rate.
d. eligibility rate.
e. interview rate.
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