Digital Marketing Analytics
Pre-Test Questions
Course Introduction
Digital Marketing Analytics explores the methods and tools used to measure, analyze, and optimize digital marketing campaigns. The course covers key performance indicators (KPIs), web and social media analytics, customer journey mapping, attribution modeling, and data-driven decision-making. Students will learn how to collect, interpret, and present data from online channels to assess campaign effectiveness, understand consumer behavior, and guide strategic marketing initiatives. Practical assignments and case studies encourage hands-on application of analytic platforms such as Google Analytics, allowing students to translate data insights into actionable marketing recommendations.
Recommended Textbook
Marketing Research Essentials 9th Edition by Carl McDaniel
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Chapter 1: The Role of Marketing Research in Management
Decision
Making
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Q1) Applied research is conducted in order to validate an existing theory or to learn more about a concept.
A)True
B)False
Answer: False
Q2) When a customer gives a credit card to a retailer to purchase an item,and then takes the item out of the store,we say that a(n)__________ has occurred.
A)profit
B)exchange
C)evaluative research
D)selective research
E)applied research
Answer: B
Q3) Marketing managers can exercise control of both the marketing mix and the components in the external environment.
A)True
B)False
Answer: False
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Chapter 1: A: The Role of Marketing Research in Management Decision Making
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Sample Questions
Q1) The marketing concept is not solely focused on customer needs.
A)True
B)False Answer: True
Q2) A marketing firm bids on a project for a bank study.In the study,a minimum of $20,000 is budgeted for data collection and focus groups after the survey.The bank responds by saying that it can only allocate $10,000 for data collection alone.What should the marketing research firm do?
A)scale back the project sample size
B)delete the focus group research
C)decline the project
D)both (a)and (b)
E)none of the above
Answer: C
Q3) The decision of how to communicate a research study's results sometimes involves an ethical dilemma.
A)True
B)False
Answer: True
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Chapter 2: The Marketing Research Industry and Research
Ethics
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Sample Questions
Q1) An advertising agency such as Young & Rubicam is an example of what type of marketing research organization?
A)Custom research
B)Media
C)Online tracking
D)Syndicated service
E)Field service
Answer: B
Q2) The refusal rate for a typical telephone survey in the U.S.averages about 30 percent.
A)True
B)False Answer: False
Q3) Corporations are the final consumers and the initiators of most marketing research projects.
A)True
B)False Answer: True
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Chapter 2: A: The Marketing Research Industry and Research Ethics
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Q1) Most of the large marketing research firms are concentrated in Europe.
A)True
B)False
Q2) Primary information users are sometimes referred to as client organizations.
A)True
B)False
Q3) When the brand manager for Red Bull energy drinks seeks a research project designed for their unique needs,they would be advised to hire what type of supplier?
A)sampling firm
B)syndicated service firm
C)custom research firm
D)media research firm
Q4) Greenfield Online manages a database of consumers who have agreed to fill out online surveys periodically.This data base of consumers is an example of a _________.
A)focus group
B)research panel
C)cyberstudy
D)strategic partnership
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Chapter 3: Problem Definition,exploratory Research,and the Research Process
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Q1) When Procter & Gamble sends a request to several marketing research suppliers asking them to bid on a test market study for a new type of shampoo,this is an example of a(n):
A)MBO.
B)PERT.
C)dependent variable.
D)independent variable.
E)RFP.
Q2) When BMW designs a research study to determine the age,gender,income,and education of buyers of its 3-sedan during the past year,this is a type of what type of research design?
A)Experience study
B)Descriptive study
C)Focus group
D)Secondary data analysis
E)Causal study
Q3) A management decision problem describes an action that needs to be taken.
A)True
B)False
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Chapter 3: A: Problem Definition and the Research Process
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Q1) In analyzing the effects of shelf placement on sales,shelf placement of the product is the _______.
A)independent variable
B)dependent variable
C)spurious variable
D)temporal variable
E)none of the above
Q2) All of the following are sections of a formal research request except:
A)Action
B)Use
C)Information
D)Logistics
E)All of the above
Q3) What is a plan for addressing the research objectives or hypotheses? In essence,the researcher develops a structure or framework to answer a specific research problem/opportunity.
A)Research Design
B)Design Strategy
C)Research Opportunity
D)Strategic Design
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Chapter 4: Secondary Data and Databases
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Q1) A computerized database that contains information about a company's current customers is called a(n):
A)DSS.
B)internal database.
C)GIS.
D)marketing research aggregator.
E)external database.
Q2) The use of social networking data has improved the effectiveness of behavioral targeting.
A)True
B)False
Q3) The issue of consumer privacy is an important aspect of behavioral targeting methods.
A)True
B)False
Q4) Secondary data can be a cost-efficient method of obtaining important marketing research information.
A)True
B)False
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Chapter 4: A: Secondary Data and Databases
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Q1) Most relationships explored in data mining are intuitively obvious.
A)True
B)False
Q2) Which of the following would not be part of a database that would be ripe for data mining?
A)electronic point-of-sale transactions
B)inventory records
C)online customer orders
D)customer demographics
E)All of the above could be part of the data mining process.
Q3) What type of company could most easily compile a large internal database?
A)CPG,such as Kellogg's
B)service,such as Delta Airlines
C)Online,such as Yahoo
D)entertainment,such as Universal
Q4) Describe a situation in which a geographic information could be used along with secondary data.
Q5) Statistical techniques are often utilized in data mining.
A)True
B)False
10
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Chapter 5: Qualitative Research
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Sample Questions
Q1) A one-hour structured interview between an interviewer and an interviewee is called a(n):
A)MBO.
B)IDI.
C)PERT.
D)focus group.
E)survey.
Q2) All of the following are disadvantages of depth interviews over focus groups EXCEPT:
A)depth interviews create less participant involvement than focus groups.
B)group pressure is eliminated.
C)the total cost of depth interviews can be higher than focus groups.
D)a moderators can only do four or five depth interviews per day.
E)focus groups can allow reactions from group members that may not have occurred in a depth interview.
Q3) A typical focus group discussion lasts about 90 minutes.
A)True
B)False
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Chapter 5: A: Qualitative Research
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Q1) A final report of a set of focus groups typically consists of what?
A)a PowerPoint presentation
B)data tables
C)lengthy written report
D)discussion guide
E)none of the above
Q2) A qualitative researcher is investigating a very sensitive subject,downloading music
illegally.Which technique would be best for getting the subject to answer honestly?
A)online focus groups
B)traditional focus groups
C)third-person technique
D)in depth interview
Q3) Focus groups are usually no longer than 45 minutes.
A)True
B)False
Q4) Focus group moderator debriefing is referred to as instant analysis.
A)True
B)False
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Chapter 6: Traditional Survey Research
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Sample Questions
Q1) About what percentage of U.S.households can only be reached by either a cell phone or a smart phone number?
A)10 percent
B)20 percent
C)30 percent
D)40 percent
E)50 percent
Q2) When 120 people are asked to participate in a survey study,but only 30 of them actually fill out the survey,the refusal rate for this survey is:
A)120 percent.
B)75 percent.
C)25 percent.
D)15 percent.
E)30 percent.
Q3) A telephone survey is a good way to conduct an in-depth interview with a respondent.
A)True
B)False
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Chapter 6: A: Traditional Survey Research
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Sample Questions
Q1) Most marketing research is completely error free.
A)True
B)False
Q2) What interviews are conducted by running into people in a big shopping area and interviewing them face-to-face?
A)Mall-intercept interviews
B)Door-to-door interviews
C)Executive interviews
D)Random interviews
Q3) What types of error would be most likely in each of the following circumstances?
a.telephone survey using only a telephone book
b.having members of the Dallas Cowboys Cheerleading Squad administer mall intercept interviews
c.asking respondents how much they spend on eating out in a year
d.mail survey of physicians
e."Please indicate your annual household income." $ _________________
Q4) What are the major factors that determine the selection of a particular survey method?
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Chapter 7: Online Marketing Research
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Sample Questions
Q1) All of the following are disadvantages of online focus groups EXCEPT:
A)it is very difficult to create group dynamics.
B)the group cannot be observed behind a one-way mirror.
C)loss of nonverbal cues.
D)access to hard-to-reach target population members.
E)product prototypes cannot be given to the group to examine.
Q2) Online survey research is the most popular mode of data collection in marketing research in the U.S.
A)True
B)False
Q3) When BMW owners in St.Louis are asked by BMW USA to join an online panel of owners of BMW's in Missouri,this is an example of:
A)open recruitment.
B)unrestricted recruitment.
C)closed online panel recruitment.
D)diagonal recruitment.
E)open online panel recruitment.
Q4) Focus groups are the primary form of online qualitative research in the U.S.
A)True
B)False
Page 15
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Chapter 7: A: Online Marketing Research
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Q1) List and describe at least 5 advantages of online surveys over traditional surveys.
Q2) Open panel recruitment is more likely to lead to "professional" respondents.
A)True
B)False
Q3) In online surveys,"dropouts" tend to occur mainly over the first 90 seconds after a respondent enters a survey.
A)True
B)False
Q4) Which of the following is not characteristic of Internet email surveys?
A)online self-administered interview
B)significant interviewer bias
C)medium to high risk concerning representativeness
D)bulk email contact
E)purchased list of non-profiled respondents
Q5) Internet surveys have a higher cost per survey than telephone surveys.
A)True
B)False
Q6) Why might a consultant considering the use of a focus group prefer an online focus over a traditional focus group?
Page 16
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Chapter 8: Primary Data Collection: Observation
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Q1) When a researcher looks at past recordings of behavior (e.g.library book checkout data)to record behavior of people,this is a type of observation research.
A)True
B)False
Q2) Observation research can record human behavior by using other humans to record behavior but not by using machines to record this behavior.
A)True
B)False
Q3) When 7Eleven relies on data of vehicle driving patterns by a possible location for a new convenience store in order to decide whether or not to open a new store at that location,these data are a type of:
A)GSR data.
B)traffic counter data.
C)mystery shopping data.
D)People reader data.
E)EEG data.
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Chapter 8: A: Primary Data Collection: Observation
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Sample Questions
Q1) __________________ is/are used to measure magazine or newspaper reading habits.
A)RAMS
B)Peoplemeters
C)MOBILTRAK
D)People Reader
E)none of the above
Q2) Laser scanners can produce instantaneous information on sales.
A)True
B)False
Q3) If a lot is already known about the behavior of interest,a structured observation approach will work best.
A)True
B)False
Q4) Which of the following types of research would be least likely to use physiological measurement devices?
A)response to advertising
B)attitude toward products
C)opinion of specific celebrity endorsers
D)customer satisfaction research
Page 18
Q5) Describe the mystery shopper and how they are used by marketing researchers.
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Chapter 9: Primary Data Collection: Experimentation and Test Markets
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Q1) What type of experimental design occurs when the approval ratings of the President of the United States are tracked weekly for several weeks both before and after a major speech by the President on national television?
A)Pretest-Posttest experimental design
B)After-only with control group design
C)Time-series
D)Solomon 4 design
E)One-shot case study
Q2) The fact that high school juniors who re-take the Scholastic Aptitude Test (SAT)in their senior year typically achieve scores the second time that are about 50 points higher than the first time they took this test as juniors is an example of which type of extraneous variable?
A)Selection bias
B)Testing effects
C)Mortality
D)Instrument variation
E)History
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Chapter 9: A: Primary Data Collection: Experimentation and Test Markets
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Q1) Selection bias generally is minimized by randomization of subjects to test groups.
A)True
B)False
Q2) Both surveys and experiments can show causation between two variables.
A)True
B)False
Q3) Laboratory experiments are usually conducted in uncontrolled settings.
A)True
B)False
Q4) Laboratory experiments tend to produce higher internal validity than field experiments.
A)True
B)False
Q5) Which of the following types of research allows the researcher to show causation?
A)survey
B)observation
C)experiment
D)none of the above
Page 20
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Chapter 10: The Concept of Measurement
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Q1) The degree to which a measurement scale produces the same or similar results in repeated measurements over time is known as the ____________ of the scale.
A)reliability
B)concomitant variation
C)operational definition
D)validity
E)content validity
Q2) An interval scale always assumes that the "distance" between the numbers on the scale is equal across the scale.
A)True
B)False
Q3) When participants in a research study are coded as either "male" or "female," what type of measurement scale is being used?
A)Ordinal
B)Ratio
C)Nominal
D)Interval
E)Rank-order
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Chapter 10: A: The Concept of Measurement
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Q1) Cronbach's alpha is a statistical technique for measuring _______.
A)face validity
B)sensitivity
C)reliability
D)content validity
Q2) The Cronbach alpha technique gives researchers an idea of a scale's
A)validity
B)reliability
C)sensitivity
D)none of the above
Q3) Interval scales are preferable to ordinal scales when the researcher wants to know the magnitude of differences between two brands.
A)True
B)False
Q4) Revise the following questions so as to achieve interval scale data. (1)How satisfied are you with your present car?
1=very satisfied 2=somewhat satisfied 3=not satisfied
Q5) A questionnaire could be valid without being reliable.
A)True
B)False
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Chapter 11: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) If American Airlines conducts an in-flight survey of passengers who are asked in one of the questions to rate the comfort of their sear,what type of scale is the following?
Uncomfortable Comfortable
A)Graphic rating scale
B)Semantic differential scale
C)Likert scale
D)Stapel scale
E)Rank-order scale
Q2) In scaling,numbers are assigned as indicants of the properties of people,objects,or events.
A)True
B)False
Q3) Rank-order scales are a type of comparative scale.
A)True
B)False
Q4) A multidimensional scale measures only one attribute of a concept.
A)True
B)False
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Chapter 11: A: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) If a market researcher was constructing questions to address sensitive issues such as individual consumption of alcoholic beverages,the researcher might be better served to utilize which of the following questioning approaches?
A)direct
B)indirect
C)balanced
D)unbalanced
E)none of the above
Q2) The link between attitudes and behavior: the more favorable the attitude of consumers,the higher the incidence usage.
A)True
B)False
Q3) A limitation of purchase intent scales is that __________ don't always accurately predict behavior.
A)constructs
B)attitudes
C)satisfaction scores
D)noncomparative scales
Q4) List and briefly describe considerations in selecting a scale.
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Chapter 12: Questionnaire Design
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Q1) A survey question to which the respondent replies using her own words is what type of question?
A)Probe
B)Dichotomous
C)Closed-ended
D)Open-ended
E)Multiple-choice
Q2) A survey study should always include a pretest of the survey questions.
A)True
B)False
Q3) What type of question is the following: "Should Macy's department store continue its excellent return policy for its customers?"
A)This is a loaded question.
B)This is a double-barreled question.
C)This is an ambiguous question.
D)This is a leading question.
E)This is an unfair question.
Q4) Screening questions are used to estimate the budget cost for a survey study. A)True
B)False
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Chapter 12: A: Questionnaire Design
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Q1) What type of question is the following?
Which of the following age categories best describes your age?
____0-18 ____19-24 ____25-34 ____35 and over
A)dichotomous question
B)open-ended question
C)multiple choice question
D)scaled question
E)none of the above
Q2) "First National Bank is ..progressive ____|____|____|____|____ backward" is which of the following question formats?
A)scaled response
B)dichotomous
C)open ended
D)closed ended
E)none of the above
Q3) Counterbiasing statements are typically made near the beginning of a survey.
A)True
B)False
Q4) In questionnaire design,what is a "skip pattern?" Provide an example to illustrate your answer.
26
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Chapter 13: Basic Sampling Issues
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Q1) The list of people from which the researcher plans to select a sample of potential Respondents is called the:
A)sampling frame.
B)area sample.
C)convenience sample.
D)population.
E)sample.
Q2) What type of sampling procedure is being used if all of the students in all of the sections
Of undergraduate marketing research at Webster University in St.Louis during fall semester are included in the sample of a research study?
A)Systematic sample
B)Convenience sample
C)Area sample
D)Snowball sample
E)Simple random sample
Q3) A sample includes every member of the population of interest to the researcher.
A)True
B)False
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Chapter 13: A: Basic Sampling Issues
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Q1) Which of the following sampling methods is the most statistically efficient (the most representative)?
A)simple random
B)systematic random
C)stratified random
D)cluster
E)All are equally statistically efficient.
Q2) Developing an appropriate sampling frame is often one of the easiest things that a researcher faces.
A)True
B)False
Q3) Suppose a marketing researcher was doing a survey of snow skiers residing in South Louisiana,for the specific purpose of estimating the feasibility of offering discounted snow ski rental equipment.The idea was gauge the need,interest and price expectations of these snow skiers as they head to Colorado or some other snow skiing destination.What type of sample would be needed?
Q4) The size of the population is needed in order to compute a skip interval.
A)True
B)False
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Chapter 14: Sample Size Determination
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Q1) If z = 1.96,the standard deviation is 3.5,and the error is plus or minus $0.25,what is the Approximate sample size needed for this study?
A)54
B)215
C)384
D)753
E)96
Q2) The formula for a z-score equals the score ______ the ________ ,and then ________ the
Standard deviation of the variable.
A)plus;mean;divided by B)minus;mean;divided by C)minus;square root of the mean;times D)minus;mean;times E)plus;mean;times
Q3) The size of the population under study is an important part of the formulas for determining the sample size for a study. A)True B)False
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Chapter 14: A: Sample Size Determination
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Q1) In a normal distribution,the mean,median,and mode are equal.
A)True
B)False
Q2) Compute the required sample size given the required confidence in the sample results is 90%.The level of tolerable sampling error is 1% and the estimated population standard deviation is 5.
Q3) The idea that a large number of sample means or proportions will approximate a normal distribution,regardless of the distribution of the population from which they were drawn,is known as:
A)sample variance.
B)population variance.
C)central limit theorem.
D)random error.
E)none of the above
Q4) If large enough samples are taken,most human behavior can be plotted using a normal distribution curve.
A)True
B)False
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Chapter 15: Data Processing and Fundamental Data Analysis
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Q1) A table that shows the number of respondents who gave each possible answer to each
Question in the data set is called a(n):
A)validation.
B)one-way frequency table.
C)coding.
D)editing.
E)cross-tabulation.
Q2) If 200 people were asked a question during an in-depth interview,and 25 of them Answered: "Don't Know," how many people should be analyzed as answering the question?
A)225
B)200
C)150
D)175
E)190
Q3) It is very important to precode answers to open-ended questions on a survey.
A)True
B)False
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Chapter 15: A: Data Processing and Fundamental Data
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Q1) This analytical procedure shows the responses to one question relative to the responses of another question.
A)one-way frequencies
B)cross tabulation
C)t-test
D)z-test
E)none of the above
Q2) Which type of analysis cannot be computed with nominal data?
A)mean
B)mode
C)frequency
D)percentage
Q3) This measure of central tendency can be computed only from interval or ratio data.
A)mode
B)median
C)mean
D)All of the above must be computed from interval or ratio data.
E)None of the above can be computed from interval or ratio data.
Q4) Illustrate a condition in which a "SKIP PATTERN" is needed.
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Chapter 16: Statistical Testing of Differences and Relationships
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Q1) If a researcher wanted to determine if three different prices in three different test market
Cities produced a significant difference in the number of units of a new shampoo that were sold during the test market study,what type of statistical test should this researcher use?
A)Chi-square
B)One-group t-test
C)Multiple regression
D)ANOVA
E)Two-group t-test
Q2) The null hypothesis is assumed to be true until there is sufficient evidence that it is likely to be false.
A)True
B)False
Q3) Numbers that are mathematically different are always significantly different in a statistical sense.
A)True
B)False
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Chapter 16: A: Statistical Testing of Differences and Relationships
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Q1) Suppose in our sample results we find that males average drinking five soft drinks per week, compared with six soft drinks per week for females. In the absence of additional analysis, what type of difference has been illustrated?
A) statistical difference
B) managerially important difference
C) a difference of dispersion
D) mathematical difference
E) none of the above
Q2) If a particular difference is large enough to be unlikely to have occurred because of chance or sampling error,then the difference is statistically significant.
A)True
B)False
Q3) Researchers very rarely know the population mean.
A)True
B)False
Q4) ANOVA is used to analyze the differences of more than 2 means.
A)True
B)False
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Chapter 17: Bivariate Correlation and Regression
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Q1) When two variables are involved in a research study,the appropriate statistical tests are Called:
A)univariate techniques.
B)spurious techniques.
C)multivariate techniques.
D)one-dimensional techniques
E)bivariate techniques.
Q2) If bivariate regression,if the mean for Y is 512,the mean for X is 230,and the slope is 2)35,what is the approximate value of the y-intercept?
A) 33.6
B)+ 28.5
C) 13.8
D)+ 40.5
E) 28.5
Q3) The correlation coefficient is the square root of the coefficient of determination. A)True
B)False
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Chapter 17: A: Bivariate Correlation and Regression
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Q1) The correct formula for the analysis of variance used to test the significance of results is F = MSR / MSE.
A)True
B)False
Q2) Ordinal data cannot be analyzed using regression analysis.
A)True
B)False
Q3) In regression,the unexplained variation is referred to as error sum of squares (SSE).
A)True
B)False
Q4) How many pairs of responses were in this correlation analysis? ________
Q5) Bivariate regression can not demonstrate:
A)when the two variables are linear.
B)when the two variables are strongly inversely related.
C)when the two variables are strongly positively related.
D)when the two variables are causally related.
Q6) Bivariate regression looks at the relationship between many variables.
A)True
B)False
36
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Chapter 18: Multivariate Data Analysis
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Q1) Which type of multivariate analysis should be used when a researcher wants to predict a
Dependent variable based on the levels of more than one independent variable?
A)Conjoint analysis
B)Cluster analysis
C)Multiple regression analysis
D)Factor analysis
E)Multiple discriminant analysis
Q2) Which type of multivariate analysis should be used when a researcher wants to reduce a
Set of variables to a smaller set of composite variables by identifying underlying dimensions of the data?
A)Conjoint analysis
B)Cluster analysis
C)Multiple regression analysis
D)Factor analysis
E)Multiple discriminant analysis
Q3) The goal of discriminant analysis is to predict a categorical variable.
A)True
B)False
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Chapter 18: A: Multivariate Data Analysis
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Q1) In a perceptual map,the brands that are closer to each other are perceived to be _____________ and the brands that are farther apart are perceived to be _____________.
A)similar;different
B)similar;in direct competition
C)in direct competition;equal in performance
D)different;in direct competition
Q2) The coefficient of determination is normally associated with which of the following multivariate procedures?
A)multiple regression analysis
B)factor analysis
C)conjoint analysis
D)cluster analysis
Q3) In order to make valid comparisons of regression coefficients,the coefficients must be scaled in the same units,or be standardized.
A)True
B)False
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Chapter 19: Communicating the Research Results
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Q1) The Executive summary of a research report should contain all of the following EXCEPT:
A)what the research found.
B)what the data mean.
C)detailed statistical procedures.
D)what action should be taken.
E)key findings.
Q2) For a researcher writing her first research report,typically the most difficult section to Write is:
A)the background.
B)the interpretation of the findings to obtain conclusions and recommendations.
C)the Appendices.
D)the executive summary.
E)the methodology.
Q3) All research reports should include recommendations from the researcher.
A)True
B)False
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Chapter 19: A: Communicating the Research Results
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Q1) Compare and contrast the conclusions and recommendations portions of the research report.
Q2) Which of the following best describes the executive summary?
A)a report only for top executives to ensure secrecy
B)a thorough synopsis of the project which explains how the research was done,outlines objectives,and highlights results
C)a detailed report including all technical information regarding the project
D)a presentation to top executives of the marketing researcher's client
E)none of the above
Q3) How would you respond to the following statement: "The Executive Summary might be the most important part of the research report."
Q4) Current technology precludes using the Internet to facilitate marketing research presentations that utilize PowerPoint 2000.
A)True
B)False
Q5) Presentations on the Internet can be accessed wherever or whenever needed. A)True
B)False
Q6) List and briefly describe the six major parts of the marketing research report.
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Chapter 20: Managing Marketing Research
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Q1) Imagine you are responsible for your research department budget.What steps would you take to make sure the funds are allocated wisely?
Q2) Describe CRI's Client Profitability Analysis and how it is used in their business.
Q3) Outsourcing is becoming a popular way for research firms to cut costs.
A)True
B)False
Q4) What is the general rule for selecting a marketing research supplier?
A)Choose the least expensive supplier and,if the project's needs exceed their abilities,move to the next supplier.
B)Choose the smallest firm consistent with the scope of the project,as long as the project is not more than 30% of the supplier's annual revenues.
C)Choose the vendor that has the best reputation.
D)Choose the smallest firm consistent with the scope of the project,as long as the project is not more than 15% of the supplier's annual revenues.
E)There is no general rule.
Q5) What is a recent trend with regard to outsourcing versus insourcing marketing research services?
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Chapter 20: A: Managing Marketing Research
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Q1) In accounting terms,return on investment equals after-tax income from an investment
________ the dollar amount of the investment.
A)times
B)minus
C)divided by
D)squared,and then added to E)plus
Q2) A key argument against the traditional accounting way of determining return on Investment is that it:
A)adds profit return to expenditure instead of multiplying it.
B)divides profit return by expenditure instead of subtracting it.
C)divides profit return by expenditure instead of adding it.
D)multiplies profit return by expenditure instead of adding it.
E)subtracts profit return by expenditure instead of multiplying it.
Q3) ROI is theoretically flawed because it divides profit return by the expenditure instead of subtracting it.
A)True
B)False
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