A Researcher Is Interested in Whether Customer Loyalty (Measured on a 5-Point

question 9

Multiple Choice

A researcher is interested in whether customer loyalty (measured on a 5-point Likert scale) of people with a bonus card differs from loyalty of people without a bonus card.To test this he can make use of:

• A)An independent samples t-test.
• B)ANOVA.
• C)A paired-samples t-test.
• D)A Chi-square test.

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Definitions:

Pygmalion Effect

The phenomenon whereby higher expectations lead to an increase in performance; a form of self-fulfilling prophecy.

Expectations

Beliefs about the way events or actions will unfold based on previous experiences or societal standards.

Performance

The manner in which an individual or group executes or accomplishes a task, job, or function measured against preset known standards.

Attribution Management

A technique in marketing focused on identifying and assigning value to various marketing efforts to understand their contribution to a goal, such as sales or conversions.