When Using Screening Criteria to Evaluate Opportunities

question 60

Multiple Choice

When using screening criteria to evaluate opportunities:

• A) Marketers must try to match opportunities to the firm's resources and objectives.
• B) Quantitative and qualitative criteria should be considered.
• C) Opportunities that are not expected to be profitable after one year of implementation should always be dropped.
• D) All of the above.
• E) A and B only.

---

Definitions:

Population Locations

Geographical or metaphorical positions where members of a population are found.

Matched Pairs Experiment

An experimental design in which participants are paired based on certain criteria, with one member of each pair receiving each treatment.

Z-Statistic

A statistical measure that represents the number of standard deviations a data point is from the mean of a data set, used in hypothesis testing.

P-Value

A statistical measure that helps researchers determine the significance of their experiment’s results, often indicating the probability of obtaining the observed results if the null hypothesis were true.