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Question 1 (1.5 points) ~/ Saved The authors do not provide a "short list" or "Top 10 List" of metrics because: 0 Ranking metrics depends on the type of business 0 Many metrics come in "matched sets" 0 Access (at a reasonable cost) to metrics is not always guaranteed 0 Some metrics are just more relevant than others depending on where a manager sits in the organization chart 6) All of the above Question 2 (1.5 points) ~/ Saved Which of the following is not an "R" related to your success in class, as discussed in the syllabus: 0 Be Ready 0 Be Responsible 0 Be Respectful @ Be Resilient Question 3 (1.5 points) Which of the following sentences does not describe a metric? O Metrics facilitate understanding and collaboration 0 Metric encourage rigor and objectivity in many different disciplines. O Metrics cannot be used to compare observations across regions or time periods 0 Practitioners use metrics to explain phenomena, diagnose problems or share findings Question 4 (1.5 points) Which of the following describes a challenge in mastering metrics? Q There are variations in the availability of data between industries and geographies. 0 Some metrics depend on data that may be approximate, incomplete or unavailable. 0 It can be difficult to keep a clear distinction between concepts, operational definitions and metrics. 0 All of the above 0 OnIyA and B are challenges Question 5 (1.5 points) What is the difference between data and information? 0 Information is in raw form, while data is information that has been converted to something useful. O Data is in raw form, while information is data that has been converted to something useful. 0 The more data you have, the more valuable the information. 0 Neither data or information can be turned into knowledge Question 6 (1.5 points) What is at the heart, or center, of the interlocking nature of all marketing metrics? O The organization's financial goals O The customer O The organization's mission 0 The product's cost and price for development Question 7 (1.5 points) A metric is a measuring system that quantifies a trend, dynamic or characteristic. Question 8 (1.5 points) Information is valuable only if it allows us to make better decisions. Question 9 (1.5 points) No single metric is likely to be perfect. Question 10 (1.5 points) Today's marketing managers must be able to: 0 focus on a specialized set of metrics with data only they have access to O justify their decisions by selecting, calculating and explaining key business metrics 0 measure market opportunities, but not competitive threats 0 quantify the value of products and customers, but not distribution channels