Peter Demos, Director of Marketing at Holcomb, Inc

question 92

Multiple Choice

Peter Demos, director of marketing at Holcomb, Inc., calls in Andrea Mandas, the firm's marketing research director.Peter wants a study done to assess the company's image relative to a new competitor, Levitt Labs.He has a flexible time schedule, has very little money to devote to the research and feels that a relatively low response rate will not be a major problem.Andrea will probably recommend using a __________ survey.

• A)mail
• B)telephone
• C)random
• D)personal interview
• E)population

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Definitions:

Discounted

The process of determining the present value of a future amount by applying a discount rate.

Present Value

The current value of a future sum of money or stream of cash flows, discounted at a specified rate of return.

Present Value

The current worth of a future sum of money or stream of cash flows, given a specified rate of return or discount rate.

Discounting

The process of determining the present value of future cash flows by applying a discount rate.