__________ Is a Statistical Technique Used to Combine the Results

question 17

Multiple Choice

__________ is a statistical technique used to combine the results of many different research studies done in a variety of organizations and for a variety of jobs.

• A) Standard deviation
• B) Path analysis
• C) Analysis of variance
• D) Regression
• E) Meta-analysis

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Definitions:

Gross Rating Points

A measure in advertising that reflects the size of an audience reached by a specific advertisement or campaign, relative to the total potential audience.

Reach

Measure of consumers’ exposure to marketing communications; the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once.

Frequency

The rate at which an event occurs or is repeated over a specific period of time, often used in statistics, communications, and media studies.

Competitive Parity

A firm’s strategy of setting prices that are similar to those of major competitors. Status Quo Pricing: A competitor-oriented strategy in which a firm changes prices only to meet those of competition.