To determine the effect of change in ticket price on attendance, a market researcher may devise a ...

To determine the effect of change in ticket price on attendance, a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase a ticket at a variety of prices. In this experiment, price would be the
 a. independent variable.
  b. effect variable.
  c. dependent variable.
  d. result variable.
  e. extraneous variable.

Question 2

A large oil company undertakes an extensive research effort designed to identify opportunities for the company to present itself in a positive light. This research effort is called a public relations audit.
 
 Indicate whether the statement is true or false

Question 3

The new Rising Stars ad formats were designed because:
 a. old formats were no longer usable.
  b. the job of the IAB is to make as many formats available as they can.
  c. the new formats respond to the need for better brand development ads.

Question 4

Janice was influenced to purchase an abdominal exercise device after watching an infomercial showing people like her - females in their middle forties and mothers. Which subcomponent of the general concept of attractiveness influenced Janice to purchase this product?
 a. trustworthiness
  b. expertise
  c. physical attractiveness
  d. respect
  e. similarity

Question 5

General Mills has placed a new cake mix flavor in stores in Midland, TX. They are promoting the flavor with a coupon offer in the local newspaper. They would like to see how the flavor sells in Midland before putting it in stores across the U.S. This type of research is called
 a. descriptive.
  b. exploratory.
  c. a test market.
  d. a sample survey.
  e. Both c and d are correct.

Question 6

A company allows its workers to take one afternoon off each month to volunteer at the nonprofit organization of their choice. The company sends out a press release that explains this program to the media. This is considered a proactive public relations strategy.
 
 Indicate whether the statement is true or false

Question 7

Best practices for developing rich media ads include:
 a. put as much interactivity into the ad as possible.
  b. understand who your target audience is and how its members use the web.
  c. do not include a call to action in a rich media ad.

Question 8

The three subcomponents of the general concept of attractiveness are ____.
 a. intelligence, familiarity, and liking
  b. physical attractiveness, familiarity, and intelligence
  c. similarity, familiarity, and sense of humor
  d. physical attractiveness, respect, and similarity
  e. sense of humor, similarity, and liking

Question 9

None of these are correct.Best Foods Corporation hired an outside marketing research firm for conducting a test market for its new spaghetti sauce. The research firm guaranteed distribution of the sauce through several retail formats (e.g., supermarkets, warehouse clubs, convenient stores, etc.) throughout the U.S. This type of test market is called a(n)
 a. electronic test market.
  b. controlled test market.
  c. standard test market.
  d. simulated test market.
  e. None of these are correct.