The Advertising Director in Your Firm Announced Her Resignation This

question 58

Multiple Choice

The advertising director in your firm announced her resignation this morning to take another job,and she is leaving this afternoon.Your boss has asked you to take charge of advertising.Unfortunately,you learn the former director was just beginning planning for an upcoming promotion of one of the company's new products.Your immediate decision is to determine a brand name for the product.As the former director leaves,she stops by to drop off some marketing research reports she had just received,which includes several tests on brand names that were proposed for the new brand.The research company tested 30 potential brand names.For each brand name,they collected data on a number of variables such as "intention to purchase" and "attitude toward the brand name." All these variables were collected using 5-point intensity continuum scales.Thus,all the variables possess an interval level of measurement.Just focusing on the two variables mentioned ("intention to purchase" and "attitude toward the brand name") ,what type of analysis would you conduct to help you make the decision?

• A)Pearson product moment correlation analysis
• B)independent samples t tests
• C)cross-tabulation
• D)cross-tabulation with chi-square tests
• E)paired samples tabulation analysis

---

Definitions:

Quantity Supplied

The quantity supplied refers to the amount of a good or service that producers are willing and able to sell at a given price over a specific time period.

Supply

The entirety of goods or services accessible for buying at a certain price level.

Shift of Supply

A change in the quantity of a good that suppliers are willing and able to sell in the market at any given price, often due to changes in production costs or technology.

Heating Oil

A low viscosity, liquid petroleum product used as a fuel oil for furnaces or boilers in buildings. It is a major component in home heating solutions in colder regions.