When it comes to measurements, which of the following are TRUE?

When it comes to measurements, which of the following are TRUE?
 a. Market researchers measure objects, not their attributes.
  b. The definition of measurements is narrow, specifying how numbers will be assigned.
  c. We could measure a person's income, age, gender, or attitude toward something using a scale of 15.
  d. The qualities of attributes being measured dictate the rules for how numbers are assigned.
  e. All of these are true.

Question 2

Marketing is evolving to become more ________ vs. ________ focused.
 a. segment, acquisition
  b. product, customer
  c. retention, profitability

Question 3

Web sites are different from other online ad formats because users seek out Web sites in a(n) ____ fashion.
 a. goal-oriented
  b. leaning backward
  c. haphazard
  d. multi-dimensional
  e. interactive

Question 4

Regarding measurement basics, it is possible to measure
 a. objects.
  b. quantities of objects.
  c. quantities of attributes of objects.
  d. variance among objects.
  e. variance among attributes.

Question 5

Which of the following is a requirement for CRM success?
 a. Focusing on market share
  b. Lowering the cost of customer service
  c. Capturing and using customer data

Question 6

A(n) ____ is an invaluable advertising medium for conveying much information about the brand, its character, and its promotional offerings.
 a. pop-up ad
  b. banner ad
  c. CGI ad
  d. Web site
  e. interstitial

Question 7

As defined in the text, measurement consists of
 a. the assignment of numbers (representing quantities of attributes) to objects or events according to rules.
  b. using a given scale to make comparisons.
  c. determining the frequency of a particular attribute.
  d. assigning numbers solely for identification purposes.
  e. numbers which can be assigned to the physical properties of objects.

Question 8

Seamless customer experience refers to:
 a. using the same technology in all marketing channels.
  b. equally satisfying experience at all customer touchpoints.
  c. offering different value propositions to different classes of customers.

Question 9

Which of the following is NOT an Internet advertising format?
 a. banner ads
  b. web sites
  c. telephony
  d. search engine advertising
  e. superstitials

Question 10

Compare and contrast the main methods of administering questionnaires.