The Advertising Director in Your Firm Announced Her Resignation This

question 34

Multiple Choice

The advertising director in your firm announced her resignation this morning to take another job, and she is leaving this afternoon. Your boss has asked you to take charge of advertising. Unfortunately, you learn the former director was just beginning planning for an upcoming promotion of one of the company's new products. Your immediate decision is to determine a brand name for the product. As the former director leaves, she stops by to drop off some marketing research reports she had just received, which includes several tests on brand names that were proposed for the new brand. The research company tested 30 potential brand names. For each brand name, they collected data on a number of variables such as "intention to purchase" and "attitude toward the brand name." All these variables were collected using 5-point intensity continuum scales. Thus, all the variables possess an interval level of measurement. Just focusing on the two variables mentioned ("intention to purchase" and "attitude toward the brand name") , what type of analysis would you conduct to help you make the decision?

• A) Pearson Product Moment correlation analysis
• B) Independent Samples t tests
• C) Cross-tabulation
• D) Cross-tabulation with chi-square tests
• E) Paired samples tabulation analysis

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Definitions:

Highest Levels

Refers to the utmost degree or maximum extent of a particular measure or scale.

Social Facilitation

The tendency for individuals to perform better on simple or well-learned tasks in the presence of others.

Simple Tasks

Tasks that require a minimal cognitive load and can be performed with little to no mental effort, often involving routine actions or straightforward instructions.

Collective Tasks

Activities or responsibilities that require the cooperative effort and participation of a group of individuals to achieve a common goal.