The most versatile type of question format to obtain answers from respondents is the
a. dichotomous question.
b. multiple-choice question.
c. open-ended question.
d. true-false question.
e. multichotomous question.
Question 2Which of the following is NOT one of McKinsey's key factors of successful digitalization of business practices?
a. Move cautiously
b. Define outcomes precisely
c. Do not follow the traditional roll-out process
d. Create a seamless, end-to-end customer experience
Question 3A prototype is a website that is not yet fully functional.
Indicate whether the statement is true or false
Question 4The biggest users of sales promotion are ____.
a. banks
b. insurance companies
c. automobile manufacturers
d. consumer packaged-goods companies
e. chemical companies
Question 5In the randomized response model, which of the following questions would NOT be appropriate for pairing with this question: Have you ever shoplifted?
a. Were you born prior to 1960?
b. Do you cheat on your income taxes?
c. Is your birthday in September?
d. Are you male or female?
e. All of these could be paired with the question.
Question 6A phrase that describes value chains is:
a. seamless, end-to-end integration throughout the channel of distribution.
b. the discrete activities that make up channels of distribution.
c. well-managed logistics activities.
d. high-powered synergistic marketing.
Question 7It is important that marketers take a technical perspective in assessing website usability.
Indicate whether the statement is true or false
Question 8In contrast to advertising, which typically, though not always, is relatively long term in orientation and best suited to enhancing buyer attitudes and augmenting brand equity; promotion is more short-term oriented and capable of influencing ____.
a. awareness
b. intentions
c. knowledge
d. perceptions
e. behavior
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