Researchers often perform a(n) _____ to collapse a scale with multiple response points into two categories.
Fill in the blank(s) with correct word
Question 2_______ is about getting relevant audiences talking about and spreading word regarding the firm or product.
a. Publicity c. Public relations
b. Buzz d. Marketing
Question 3The reducing costs of sponsorship and the ease of establishing return on investment encourage marketers to involve themselves in sponsorship marketing.
Indicate whether the statement is true or false
Question 4The people who answer survey questions are called respondents.
Indicate whether the statement is true or false
Question 5In hypothesis testing, the Greek letter beta ( ) refers to
a. the null hypothesis c. Type I error
b. the alternative hypothesis d. Type II error
Question 6The process of changing data from its original form to a format that more closely matches the research objectives of the study is called data ______.
Fill in the blank(s) with correct word
Question 7Public relations requires leveraging of which of the following?
a. brand and the press c. press and profit
b. product and placement d. profit and product
Question 8The public perceives advertising as more trustworthy than publicity.
Indicate whether the statement is true or false
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