For many research projects, measurement error can be substantially greater than sampling error, ...

Answer to #1

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Measurement error can be a substantial component of total error and is particularly problematic when measuring subjective areas.

Answer to #2

International researchers often have questionnaires back translated. Back translation is the process of taking a questionnaire that has previously been translated from one language to another and having it translated back again by a second, independent translator. This process can reveal inconsistencies between the English version and the translation.

Answer to #3

Image integration involves ensuring that message/media consistency exists. Message/media consistency refers to the consistency achieved between written and visual elements of an advertisement and between one advertisement placed in one media vehicle and one placed in another.

Answer to #4

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Answer to #5

A

Answer to #6

Changes induced by the proliferation of scanner data include:
1 . better data in volume/share tracking, promotion tracking, and consumer purchases
2 . proliferation of high-quality, user-friendly analysis packages
3 . shortening of reaction time by advertisers since data can be gathered on an on-going basis
4 . availability of timely data
5 . ability to determine short-term effects of pricing, trade deals, and certain promotions
6 . greater emphasis by marketers on consumer attitudes and awareness tracking
7 . accurate and effortless tracking of consumer panel members' data
8 . shortage of trained professionals who can analyze and interpret scanner data

Answer to #7

There are several layout issues to consider. The first decision is whether the questionnaire will appear page by page, with individual question on separate screens (called paging layout), or on a scrolling basis, with the entire questionnaire appearing on a single Web page that the respondent scrolls from top to bottom (called scrolling layout). Whether a Web survey is page-by-page or scrolling format a push button with a label should clearly describe the actions to be taken. Because many Internet surveys offer no visual clues about the number of questions to be asked, it is important to provide a status bar or some other visual indicator of questionnaire length. Four common ways of displaying questions on a computer screen are:
(1) radio button - clicking on an alternative response deactivates the first choice and replaces it with the new response.
(2) drop-down box - a space-saving device that allows the researcher to provide a list of responses that are hidden from view until they are needed.
(3) check boxes - allow respondents to check all that apply.
(4) open-ended boxes - boxes in which respondents type their answers to open-ended questions.
(5) pop-up boxes - boxes that appear at selected points and contain information or instructions for respondents.

Answer to #8

The seven levels of IMC development are awareness of the need for integration, image integration, functional integration, coordinated integration, consumer-based integration, stakeholder-based integration, and relationship management integration.

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