Glasis Is a Type of Paint Made Specifically for Use

question 19

Multiple Choice

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.

• A) viral marketing
• B) stealth marketing
• C) buzz marketing
• D) a push strategy
• E) a pull strategy

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Definitions:

Discriminant Validity

The extent to which a concept differs from other concepts that are similar, ensuring that the measure is not reflecting other variables.

Convergent Validity

The degree to which two measures of constructs that theoretically should be related, are in fact related.

Face Validity

refers to the extent to which a test or measure appears to assess what it is intended to measure, based on a superficial examination.

Concurrent Validity

The construct validity of a measure is assessed by examining whether groups of people differ on the measure in expected ways.