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Identify some of the elements that contribute to consumer opportunity for processing information and making decisions.
How does USAA enhance consumer motivation by making itself and its offerings personally relevant to customers?
Differentiate between the absolute threshold and the differential threshold, and explain how these concepts relate to Weber’s law.
What factors should McElroy take into account when considering whether to drop the SonPan line of transistors?
A reality of communication is that the same sign often means different things to different people.
Develop a production plan and calculate the annual cost for a company whose demand forecast that n 10000 fall in winter 8000 in spring 7000.
Santa Fe Grill owners believe one of their competitive advantages is that the restaurant is a fun place to eat.
Select a group of thematically related items that are on metric scales. Present the results in a table and also in a bar chart using SPSS.
Explain how economies of scale and lumpy asset acquisition affect financial forecasting. If excess capacity exists, how will that affect the AFN?
What are the primary objectives of the marketing research report? Briefly discuss each objective and why it is important.
Identify the different retailers from your community where DVD players, TVs, and other electronics products are sold.
Choose a retailer that students are likely to patronize and that sells in both catalogs and on the Internet (for example, Victoria’s Secret).
When multiple independent variables are used to predict a dependent variable in multiple regression, multicollinearity.
The ordinary least squares (OLS) procedure commonly used in regression produces a line of “best fit” for the data to which it is applied.
Regression and correlation analysis both describe the strength of linear relationships between variables.
Explain the difference between testing for significant differences and testing for association.
Review the Marketing Research in Action case for this chapter. There were three restaurant competitors—Remington’s, Outback, and Longhorn.
Using SPSS and the Santa Fe Grill database, provide frequencies, means, modes, and medians for the relevant variables on the questionnaire.
Form a team of three to four students in your class. Select one or two local franchises to conduct a survey on, such as Subway or McDonald’s.
The three use different advertising and marketing strategies to appeal to their target markets.
The level of significance (alpha) associated with testing a null hypothesis is also referred to as the probability of a Type I error.
If you were interested in finding out whether or not young adults (21–34 years old) are more likely to buy products online than older adults.
The measures of central tendency discussed are designed to reveal information about the center of a distribution of values.
Briefly describe the process of data entry. What changes in technology have simplified this procedure?
Briefly describe the process of data validation. Specifically discuss the issues of fraud, screening, procedure, completeness, and courtesy.