Small businesses can use social media effectively to raise exposure and increase sales.
a. True
b. False
Indicate whether the statement is true or false
Question 2Digital convergence refers to a single large device that can satisfy all the requirements of a user.
Indicate whether the statement is true or false
Question 3Which of the following is NOT a factor accounting for the growth of sponsorships?
a. Avoid the clutter inherent in advertising media
b. Helps companies respond to consumers' changing media habits
c. Allows companies to avoid regulatory restrictions placed on other media
d. Helps companies gain the approval of various constituencies
e. Enhances a brand's equity through relationships forged between a brand and a sponsored event
Question 4Which of the following statements is INCORRECT with respect to a quota sample?
a. It is relatively easy to verify whether the sample is representative.
b. Field workers' personal judgments govern the choice of sample members.
c. The quotas per field worker usually mirror the distribution of characteristics in the population.
d. Quota samples are an example of nonprobability sampling.
e. Both a and c are correct.
Question 5It is not possible to use social media to raise money for worthy causes.
a. True
b. False
Indicate whether the statement is true or false
Question 6The criteria for self-regulation of mobile marketing are significantly different from those previously applied to the wired Internet.
Indicate whether the statement is true or false
Question 7Which of the following is a factor accounting for the growth of sponsorships?
a. Avoid the clutter inherent in advertising media
b. Helps companies respond to consumers' changing media habits
c. Helps gain the approval of various constituencies
d. Enables targeting efforts to specific geographic regions and/or to specific demographic and lifestyle groups
e. All of these answers are correct.
Question 8Which of the following is TRUE?
a. The controls for a quota sample are usually chosen on the basis that (1) they are believed to be correlated with the characteristic to be studied, and (2) reasonably up-to-date information on their distribution within the population is available.
b. To validate a quota sample, various characteristics of the sample are compared to known population values. If the differences in these characteristics are small in the comparison, this constitutes proof that the sample corresponds to the population.
c. Quota sampling is the most common kind of probability sampling used in marketing research.
d. Quota sampling is the only nonprobability sampling method that provides some measure of the sampling error associated with the sample estimate.
e. Quota sampling is acceptable for causal research.
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