Compare reliability and validity. Why are they important considerations in marketing research?
What will be an ideal response?
In designing research, marketing researchers must ensure that research techniques are both reliable and valid. A research technique has reliability if it produces almost identical results in repeated trials. To have validity, the research method must measure what it is supposed to measure, not something else. This means that not all reliable research findings are valid. For example, although a group of customers may express the same level of satisfaction based on a rating scale, as individuals they may not exhibit the same repurchase behavior because of different personal characteristics. If the purpose of rating satisfaction was to estimate potential repurchase behavior, this result may cause the researcher to question the validity of the satisfaction scale. A study to measure the effect of advertising on sales is valid if advertising can be isolated from other factors and from variables that affect sales. Research projects should be replicable as well; otherwise it is impossible to establish reliability.
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A company hoping to protect its trade secrets from being stolen by a foreign company can seek relief under the Trade-Related Aspects of Intellectual Property Rights (TRIPs) agreement
Indicate whether the statement is true or false
What are the factors that determine the level of required backup stock?
What will be an ideal response?
Which of the following is true?
a. Companies can raise common equity only by issuing new shares of common stock. b. There is no opportunity cost associated with use of retained earnings as a source of common equity. c. Most large mature firms issue new shares of common stock on a regular basis. d. Companies can raise common equity by issuing new shares of common stock and through retained earnings.
Financial services refer to functions provided by organizations that _____.?
A. ?deal with the most efficient management of the human resources B. ?ensure that regulations of the Sarbanes-Oxley Act are followed by public corporations C. ?recommend the most environment friendly method of operations to a corporation D. ?deal with achieving maximum earning per share for the shareholders E. ?deal with the management of money