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Use the Following to Answer Questions

question 55

Multiple Choice

Use the following to answer questions
When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication.First, it did research in several large cities to identify opinion leaders in that age group.Then, one or two people in each city were selected and given a new vehicle to drive for two weeks.They were told to share information about this new vehicle with their friends.After a few weeks, a television campaign was launched with commercials introducing the new vehicle.Toyota also placed ads in magazines that were targeted at the under-30 age group and used drive-by billboards in areas of large cities with lots of nightlife.
-Suppose Toyota offered dealership salespeople a trip to Hawaii if they sold 10 of the new vehicles within the first month they were available.While the TV commercials (described above) would be an example of __________ marketing, this tactic would be an example of __________ marketing.

Definitions:

Construct Validity

Evidence that a test measures a specific concept or trait. Construct validity includes an analysis of a test through one or more of the following methods: experimental design, factor analysis, convergence with other instruments, and/or discrimination with other measures.

Factor Analysis Validity

A statistical method used to examine whether a set of survey or test items correlates with underlying constructs, thereby validating the measure's theoretical assumptions.

Criterion-related Validity

The degree to which a test's outcomes correlate with other measures that assess similar constructs, determining how well one measure predicts an outcome based on another measure.

False Negative

A test result that incorrectly indicates the absence of a condition or attribute when it is actually present.