A Marketing Strategy Based on the Premise That Consumers Search

question 29

Multiple Choice

A marketing strategy based on the premise that consumers search for the best possible value given their economic circumstances is called

• A) leadership positioning.
• B) value positioning.
• C) price positioning.
• D) head-on positioning.
• E) both B and C.

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Definitions:

Concurrent Validity

The extent to which test scores correlate with scores of an established test of the same construct administered at the same time.

Internal Consistency

The extent to which different test items that propose to measure the same general construct obtain similar scores.

Odd-even Reliability

A measure of internal consistency reliability, where a test is split into odd and even items and the scores are correlated.

Construct Validity

The degree to which a test measures what it claims to be measuring, specifically in terms of whether the test actually assesses the theoretical construct it is designed to measure.