A motive is any inner state that directs behavior toward goals.
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Question 2One of the common indices used to measure the short-term success of an ad is day-after-recall..
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Question 3Governments in developing countries often exaggerate poverty figures.
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Question 4An opinion is an individual's overall evaluation of something.
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Question 5Phillip Morris advertises its Lark and Parliament brands in Japan and China using glamorous American images.
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Question 6A galvanometer is a device for mechanical observation used to measure:
a. the changes in the pulse rate of an individual due to changes in emotions.
b. the changes in the electrical resistance in the skin due to changes in emotions.
c. the fluctuations in the attention span of the brain due to changes in emotions.
d. the changes in body temperature due to changes in emotions.
e. the degree of dilation of the eyeballs due to changes in emotions.
Question 7The extent to which Sony's offer of financial incentives to electronics salespeople in Ahmedabad, India, is likely to increase sales of the Sony brand is an example of descriptive research.
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Question 8One advantage of the contrived setting over the natural setting is that:
a. conclusions can be drawn without the actual recording of data.
b. there is no pressure on the customer to behave correctly..
c. the information from the observations is much more generalizable.
d. it is reflective of customer behavior in actual shop settings.
e. one does not have to wait for the event to occur.
Question 9In countries where salespeople typically keep the change, it is important to price the product a few pennies below the amount that can be paid using larger currency denominations.
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Question 10Marketing managers prefer observational research over communication research when it comes to assessing consumer behavior because it is often better to:
a. record behavior and then work out the intentions behind the behavior.
b. measure consumer attitudes and then hope to make a correct estimate of his activities.
c. measure consumer intentions and then hope it matches their future behavior.
d. measure consumer knowledge and then make predictions about his course of action.
e. understand consumer personality and then hope to make a correct estimate of his activities.
Question 11Giving away money-off vouchers is illegal in the UK.
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