An environmental research group, using the fixed-alternative format, surveys people about their re-cycling practices in order to determine support for a ban on non-returnable bottles. The group does not reveal itself or its stance on the issue. The format of this questionnaire is best described as
a. structured-disguised.
b. unstructured-disguised.
c. structured-undisguised.
d. unstructured-undisguised.
e. unstructured-open ended.
Question 2Mike is a retail buyer. He runs a rack of shirts on sale at 33 off. The most likely way he will measure the effectiveness of this promotion is by
a. evaluating the sales of the promoted item.
b. asking consumers to fill out a survey.
c. conducting a test/retest.
d. performing a split-list experiment.
Question 3Which do managers see as most important?
a. Generating high quality leads
b. Generating a large quantity of leads
c. Creating a relationship with people who might become leads at a later date
Question 4Which of the following is a conclusion that can be drawn from research with respect to what it takes for television advertising to successfully enhance a brand's sales performance?
a. ad copy must be distinctive
b. ad weight without persuasiveness is insufficient
c. the selling power of advertising wears out over time
d. advertising works quickly if it works at all
e. all of the above
Question 5The use of disguised communication to gather primary research data can
a. involve active deception.
b. help eliminate response bias.
c. hide the purpose or sponsor of the study.
d. create a more natural environment in which to collect data from individuals.
e. All of these are correct.
Question 6A ballot method
a. views each inquiry as a vote in favor of a direct response campaign.
b. is a means of post-testing the effectiveness of sales promotion.
c. is a quantitative method of conducing political polling.
d. consists of mailing target consumers a list of promotional options and asking them to rank their preferences and mail the ballot back to the firm.
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