A research effort requires the researcher to use numbers to identify or categorize particular objects. The type of scale the researcher will use is
a. ratio.
b. ordinal.
c. interval.
d. nominal.
e. conscious.
Question 2Relationship marketing requires a long-term focus, while transactional marketing tends to have a short term perspective.
Indicate whether the statement is true or false
Question 3Banner advertising, along with other communications elements in an IMC program, can serve to facilitate increasing levels of brand ____ and thus enhance brand ____.
a. information/knowledge
b. credibility/information
c. focus/attention
d. awareness/equity
e. relative advantage/awareness
Question 4You should use the highest level of measurement possible when developing a measure for some at-tribute because
a. higher levels have more properties.
b. there are more kinds of analysis available than at lower levels of measurement.
c. it is easier to use higher levels of measurement.
d. Both a and b are correct.
e. None of these are correct; you should use the lowest level of measurement possible when developing a measure for some attribute.
Question 5The definition of a good customer is one who is profitable immediately upon acquisition.
Indicate whether the statement is true or false
Question 6Research has found that click-through rates (CTRs) are a function of ____.
a. interactivity
b. brand familiarity
c. price
d. the amount of information
e. the color in the ad
Question 7The highest level of measurement from those in the following list is
a. ratio.
b. ordinal.
c. interval.
d. nominal.
e. conscious.
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