The Measure of a Firm's Effectiveness in Using the Resources

question 52

Multiple Choice

The measure of a firm's effectiveness in using the resources allocated to its marketing effort is called

• A)return on marketing investment.
• B)gross expenditures.
• C)market share analysis.
• D)marketing revenue analysis.
• E)gross margin.

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Definitions:

Generalizability

The extent to which findings from a study can be applied to larger populations or different contexts.

Sampling Error

The difference between a sample statistic and its corresponding population parameter, arising purely by chance because a sample is only part of the whole.

Sample Approximates

Estimates derived from a sample that are used to infer characteristics of the overall population.

Research Hypotheses

Statements made by researchers that predict a relationship or difference between variables in a study.