characteristic of a sample that makes it possible to generalize the results of a research study to the representative of that population. Which of the The most important ation from which the sample was selected is that it is on average, allowing is most likely to ensure the sample is truly representative? a. The sample is selected at random from the population b. c. The entire lipulation is included in the sample Le. it is re-lycensus The sample is carefully screened to ensure that it contains, proportionately, people with the same demographic profiles as encountered in the population. d. The sample is selected quickly, even at the risk of its being non-randons to ensure that opinions are fresh e. None of the above is correct 24. The major benefit of 'observation research probably is a. It is always ethical and legal to collect data in this manner b. Clearly shows researchers why people make various purchase decisions Is very quick and easy to conduct since it usually involves only searching (observing) existing information readily obtained in libraries and other secondary data sources c. d. Can provide researchers excellent information about how consumers actually behave in consumption situations. e. Does not need to be "supplemented' with additional research 25. Salem cigarettes ran a series of advertisements in the 80's that initially employed the jingle:"You can take Salem out of the country, but you can't take the country out of Salem." In later ads, the copy employed in many outdoor ads (bill boards) and in other printed media was shortened to .You can take Salem out of the country, baten. These later ads were quite effective at gaining the consumer's attention. The psychological principle illustrated here is A contrast effect that make one stimulus stand out from another The consumer's need for closure a. b c. Selective interpretation d. Selective retention e. Subliminal perception. 26. Listerine employed advertising in which consumers were shown using its product to overcome the fear of social ostracism due to bad breath. Such fear appeals are likely to be ineffective because a. The fear appeal is too threatening and consumers are likely to screen it out b. The fear appeal arouses little or no anxiety, meaning that consumers are not likely to cognitively elaborate on the negative effects of not using the product c. The advertising lacked 'source credibility d. e. The ads generally failed to show how consumers could deal with the problem All of the above are true. 27. The definition of the marketing concept, in contrast to the definition of marketing Focuses on deploying elements of the marketing mix to create satisfying exchanges with customers a. b. Is a 'philosophy' of doing business which places the customer at the focal point of most decisions in the firrm c. Stresses the importance of promotion to create customer utility Focuses mainly on creating exchanges that satisfy the firm's objectives d. e. There is no difference between the two, they are essentially the same things. 28. Kimberly-Clark's virtual store employs tools that track consumers' eye movements. This is a technology that evolved from the older eye movement recorder technology developed for Gannett. The technology illustrates the application of a. Survey research b. Primary research c. Government research d. Experimental research e. Observation research. 29. "Like the ad,like the product'is one theory offered for how can result increased brand awareness and sales of some products a. Fear appeals b. Sex appeals c. Humor appeals d. Comparative advertising e. All of the above. characteristic of a sample that makes it possible to generalize the results of a research study to the representative of that population. Which of the The most important ation from which the sample was selected is that it is on average, allowing is most likely to ensure the sample is truly representative? a. The sample is selected at random from the population b. c. The entire lipulation is included in the sample Le. it is re-lycensus The sample is carefully screened to ensure that it contains, proportionately, people with the same demographic profiles as encountered in the population. d. The sample is selected quickly, even at the risk of its being non-randons to ensure that opinions are fresh e. None of the above is correct 24. The major benefit of 'observation research probably is a. It is always ethical and legal to collect data in this manner b. Clearly shows researchers why people make various purchase decisions Is very quick and easy to conduct since it usually involves only searching (observing) existing information readily obtained in libraries and other secondary data sources c. d. Can provide researchers excellent information about how consumers actually behave in consumption situations. e. Does not need to be "supplemented' with additional research 25. Salem cigarettes ran a series of advertisements in the 80's that initially employed the jingle:"You can take Salem out of the country, but you can't take the country out of Salem." In later ads, the copy employed in many outdoor ads (bill boards) and in other printed media was shortened to .You can take Salem out of the country, baten. These later ads were quite effective at gaining the consumer's attention. The psychological principle illustrated here is A contrast effect that make one stimulus stand out from another The consumer's need for closure a. b c. Selective interpretation d. Selective retention e. Subliminal perception. 26. Listerine employed advertising in which consumers were shown using its product to overcome the fear of social ostracism due to bad breath. Such fear appeals are likely to be ineffective because a. The fear appeal is too threatening and consumers are likely to screen it out b. The fear appeal arouses little or no anxiety, meaning that consumers are not likely to cognitively elaborate on the negative effects of not using the product c. The advertising lacked 'source credibility d. e. The ads generally failed to show how consumers could deal with the problem All of the above are true. 27. The definition of the marketing concept, in contrast to the definition of marketing Focuses on deploying elements of the marketing mix to create satisfying exchanges with customers a. b. Is a 'philosophy' of doing business which places the customer at the focal point of most decisions in the firrm c. Stresses the importance of promotion to create customer utility Focuses mainly on creating exchanges that satisfy the firm's objectives d. e. There is no difference between the two, they are essentially the same things. 28. Kimberly-Clark's virtual store employs tools that track consumers' eye movements. This is a technology that evolved from the older eye movement recorder technology developed for Gannett. The technology illustrates the application of a. Survey research b. Primary research c. Government research d. Experimental research e. Observation research. 29. "Like the ad,like the product'is one theory offered for how can result increased brand awareness and sales of some products a. Fear appeals b. Sex appeals c. Humor appeals d. Comparative advertising e. All of the above