In most multivariate analyses, the goal is to see whether one __________ variable.
a. independent, predictor
b. predictor, outcome
c. independent, outcome
d. outcome, dependent
e. Both b and c.
A big advantage of the systems approach over the project approach is current
information needed for normal operations is available when managers need it.
a. True
b. False
One of the most important uses of a Decision Support System (DSS) in marketing is:
a. Accounts Receivable Visualization
b. Enterprise Resource Planning (ERP)
c. Revenue Automation
d. Marketing Information Systems (MIS)
e. Customer Relationship Management (CRM)
The following is an example of a question.
Should Macy’s continue it excellent gift-wrapping program during Christmas?
Ye____No____
a. double-barreled question
b. leading question
c. sensitive question
d. open-ended question
e. Both b and d.
The two types of experiments that can be distinguished are a. laboratory and survey.
b. laboratory and field.
c. field and survey.
d. scientific and field.
e. cross-sectional and panel.
Which of the following is TRUE?
a. A double-barreled question combines two questions into one and thereby creates
confusion for the respondent.
b. It is extremely important that the first few questions on a questionnaire be simple,
interesting, and in no way threatening to the respondents.
c. Opinion questions are typically good openers for a questionnaire because people like
to feel their opinion is important.
d. Both a and b.
e. a, b, and c.
One advantage of the one-scale bar chart over the pie chart is
a. there is no advantage; both present the same information.
b. it is easier to understand.
c. it can be used to indicate magnitude of the variable categories.
d. it illustrates change over time.
e. it indicates relative percentages of the variable categories.
The notion that equal differences among scores represent equal differences in the
amount of the attribute possessed by the object applies to scales.
a. nominal
b. ordinal
c. interval
d. ratio
e. interval and ratio
Which of the following is an advantage of the observational method over the
communication method of gathering primary data?
a. Versatility
b. Speed
c. Cost savings
d. Objectivity
e. None of the above.
A great deal of commercial information is available for marketers to assess advertising
exposure and effectiveness.
Services have evolved to measure consumer exposure to which of the following media
types?
a. Television and radio
b. Print media
c. Internet
d. All of the above
e. A and C only