Validity is
a. concerned with the relationships of random error with systematic error.
b. equal to the true score plus the systematic error.
c. equal to the true score plus systematic error minus random error.
d. concerned with the extent to which differences in scores reflect true differences in the characteristic.
e. concerned with the extent to which differences in scores reflect instability in the measurements.
Question 2Consumers prefer self service when:
a. it has nothing to do with technology.
b. when it works properly to meet their needs.
c. when there are no other reasonable alternatives.
Question 3One reason for increased budgetary allocations to promotions is the fact that consumers are less price sensitive.
Indicate whether the statement is true or false
Question 4In a recent survey, those who brushed their teeth often under-reported the activity, while those who brushed their teeth less frequently over-reported their dental hygiene behavior. The possible cause for differences in scores could best be attributed to
a. a true difference in the characteristic being measured.
b. differences due to situational factors.
c. differences due to temporary personal factors.
d. true differences in other relatively stable characteristics of the individuals.
e. differences due to variations in administration.
Question 5________ is the most expensive of the customer service techniques listed below.
a. A telephone call handled by a live service rep
b. An email handled by a live service rep
c. Live chat on the web
Question 6In recent years, the balance of power has been shifting from the retailer to the manufacturer.
Indicate whether the statement is true or false
Question 7An advertiser has developed a television advertisement designed to create a feeling of warmth on the part of viewers because she believes that this will lead to positive attitudes toward the product and ultimately to increased sales. In order to determine if the ad does produce the desired feelings in viewers, she has devised a three-item scale to measure the warmth construct. After viewing the commercial (independently), Joe had a score of 15 on the warmth scale, and Perry had a score of 9 . Which of the following statements is FALSE?
a. The scale used is likely to be at least as reliable as a ten-item scale because a ten-item scale is more likely to inadvertently tap into constructs other than warmth.
b. If Joe and Perry had viewed the commercial and listened to instruction together at the same time and then had completed the scales, at least one source of variation might have been greatly reduced.
c. It is possible that Perry's lower score might have resulted from accidentally checking the wrong response.
d. Some relatively stable characteristic of an individual, such as Perry's unwillingness to share the actual intensity of his feelings, might have contributed to the difference in the two scores.
e. Joe did not necessarily have warmer feelings toward the ad than Perry.
Question 8________ represents the final stage in the evolution of customer services practices within an enterprise.
a. Moving some customer service activities to the web
b. Anticipating and delivering service and support before the customer recognizes the need
c. Providing live customer service
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