The Father of Behavioral Research in the Field of Advertising

question 10

Multiple Choice

The father of behavioral research in the field of advertising is:

• A)Marion Harper.
• B)Alfred P. Sloan.
• C)Elton J. Sears.
• D)John Wanamaker.
• E)John Watson.

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Definitions:

Fama and French

Economist researchers known for their development of a three-factor model to explain stock returns based on market risk, size, and book-to-market value factors.

Firm Size

A measure of a company's size, often determined by its market capitalization, number of employees, or total assets.

Explanatory Power

The ability of a statistical model to account for a variation in a dependent variable through one or more independent variables.

Benchmark Error

A discrepancy between the performance of a benchmark index and the target performance of a fund or investment strategy it is supposed to represent.