Which of the following statements about newspapers is true?
A) The reach of a national newspaper such as USA Today is comparable to the reach of network television.
B) The growing size of online newspaper audiences has offset the decline in newspaper readership.
C) Newspaper advertisements are so inexpensive that it is cost-effective to reach a mass audience spread throughout the United States by purchasing advertising in multiple local newspapers.
D) Newspapers and magazines have similar lead times.
E) Professionally written newspaper articles lend credibility to the ads that appear within the newspaper.
E
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Secondary data can help you develop an approach to the problem, answer certain research questions and test some hypotheses, and interpret primary data more insightfully
Indicate whether the statement is true or false
Creating a marketing database involves all of the following steps except ________
A) transferring raw sales information to a microcomputer B) enhancing consumer purchase information by overlaying it with demographic and psychographic information C) analyzing information in terms of a customer's activity over the life of the business relationship D) none of the above
Which form of bias occurs when the latest information disproportionately affects all the earlier information?
A. recency effect B. halo effect C. leniency effect D. primacy effect
The performance measure that uses after-tax operating income and the actual cost of capital employed is
A) return on investment (ROI). B) residual income. C) economic value added (EVA). D) margin. E) turnover.