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Paul Solomon Is the Owner of Solly's, an Upscale Restaurant

question 88

Multiple Choice

Paul Solomon is the owner of Solly's, an upscale restaurant in Tampa, Florida. Each year, Paul spends about $150,000 in advertising. As this year's ad budget decision must be made, Paul decides that he wants to know just how good his advertising dollars are working for him. He hires Getty Research Associates who recommend that he establish a baseline of awareness. Getty recommends a TOMA study which stands for Top-of-Mind-Awareness. TOMA studies consist of taking a probability sample of the population and asking respondents to name the first three "insert type of business here." Obviously, for Solly's, Getty would be asking respondents to name the top three restaurants in the area. The percentage of respondents that named Solly's would be a baseline measure of awareness, and future promotions could be evaluated in terms of whether or not they increased awareness. While Paul was intrigued with online surveys because they were fast and less expensive, Getty recommended a traditional telephone survey using the local Tampa directory. Getty also explained to Paul that "Plus One dialing" could be used to ensure that unlisted numbers were included. Though the directory was quite large and no electronic version was available, Getty felt they could efficiently draw the sample using a:

Definitions:

Technical Efficiency

Condition under which firms combine inputs to produce a given output as inexpensively as possible.

Empirical Research

A method of research that relies on the collection and analysis of data to obtain evidence that can be observed or measured.

Positive

A term that can refer to a favorable outcome or condition, or in statistics, a correlation where two variables move in the same direction.

Marginal Product

The extra production yielded from the use of one additional unit of a specific input while keeping all other inputs unchanged.