Principles of Marketing Research Test Questions
Course Introduction
Principles of Marketing Research introduces students to the fundamental concepts, techniques, and applications used to gather, analyze, and interpret data relevant to marketing decisions. The course covers the research process from defining problems and formulating hypotheses to selecting research methods, designing surveys, sampling, data collection, analysis, and presenting findings. Emphasis is placed on both qualitative and quantitative research approaches, as well as ethical considerations and the role of marketing research in strategic planning. Students will gain practical experience through case studies and projects that develop their ability to critically assess and conduct marketing research in real-world business contexts.
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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Sample Questions
Q1) A social media site such as Twitter or Facebook uses:
A)BEP.
B)CTM.
C)PERT.
D)MBO.
E)UGC. Answer: E
Q2) When Netflix attempted to determine the effect on its profits by raising its price 60 percent in 2011,this was an example of what type of research?
A)Pure
B)Applied
C)Programmatic
D)Non-programmatic
E)Basic Answer: B
Q3) An important link exists between customer satisfaction and customer loyalty to a brand.
A)True
B)False
Answer: True
Page 3
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Chapter 1: A: The Role of Marketing Research in Management Decision Making
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Sample Questions
Q1) Most marketing research studies which aim to assist a company with its marketing function are categorized as ___________ research.
A)pure
B)applied
C)basic
D)evaluative
E)none of the above
Answer: B
Q2) Achieving a 15% rate of return on investment would identify with which of the following orientations?
A)production orientation
B)systems orientation
C)goal orientation
D)consumer orientation
E)All are part of the requirements for adopting the marketing concept.
Answer: C
Q3) Customer satisfaction is an important element of the marketing concept.
A)True
B)False
Answer: True
Page 4
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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) When a shopper at a shopping mall is asked if she is willing to participate in a marketing research project,this is an example of which of a potential respondent's ethical rights?
A)Right to privacy
B)Right to safety
C)Right to be informed
D)Right to choose
E)Right to terminate the interview
Answer: D
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Chapter 2: A: The Marketing Research Industry and Research Ethics
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Sample Questions
Q1) The average size of marketing research departments is quite small and the recent recession has led many firms to outsource this function of their business.
A)True
B)False
Q2) Subjectivity should be discouraged in marketing research.
A)True
B)False
Q3) Field service firms:
A)are data collection specialists who collect data on a subcontract basis.
B)design research strategies for large marketing companies.
C)analyze interviews and provide this analysis to clients.
D)specialize in going into the field and generating new product ideas.
E)do only exploratory research.
Q4) When a research supplier claims to have a proprietary way of measuring brand loyalty,this is known as _______.
A)RFP
B)TQM
C)black box branding
D)low ball pricing
E)none of the above
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Chapter 3: Problem Definition,exploratory Research,and the Research Process
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Q1) 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
Q2) 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.
Q3) Research findings which are "interesting" need to be translated into decision-making information in order to be useful.
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) Preparing proposal may be the most important function a research supplier performs inasmuch as proposals,and their acceptance or rejection,determine the revenue of the firm.
A)True
B)False
Q3) A/An _______________ is a survey using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large quantitative studies.
A)pilot study
B)experience survey
C)case analysis
D)situation analysis
E)none of the above
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Chapter 4: Secondary Data and Databases
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Sample Questions
Q1) When a marketing manager accesses her company's customer database to design and generate reports that are of specific interest to this manager,this is an example of a(n):
A)PERT.
B)marketing research aggregator.
C)MBO.
D)DSS.
E)GIS.
Q2) All of the following are advantages of secondary data EXCEPT that it:
A)may provide a solution to the problem.
B)may help to clarify the problem during exploratory research.
C)may suggest alternative methods of primary data research.
D)may alert the researcher to potential problems in research.
E)may have a lack of availability.
Q3) The use of social networking data has improved the effectiveness of behavioral targeting.
A)True
B)False
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Chapter 4: A: Secondary Data and Databases
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Q1) Gathering secondary data is often an effective way to clarify a marketing problem.
A)True
B)False
Q2) Jiffy Lube keeps records of its customers and notifies them when it is time for an oil change.This is an example of _______.
A)an internal database
B)data mining
C)URL marketing
D)database marketing
E)none of the above
Q3) Traditionally,the starting point for the development of an internal database was information from salespersons call reports.
A)True
B)False
Q4) Secondary data can sometimes solve a marketing problem.
A)True
B)False
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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 typical characteristics of quantitative research projects EXCEPT:
A)large sample sizes.
B)an interviewer with few special skills.
C)subjective data interpretation.
D)detailed statistical analyses.
E)causal research projects.
Q3) The leader of a focus group discussion is called a(n):
A)discussion guide.
B)projective leader.
C)moderator.
D)research statistician.
E)project manager.
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Chapter 5: A: Qualitative Research
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Q1) A limitation of focus groups is:
A)the need for multivariate statistical expertise.
B)the length of time they take to implement.
C)the lack of representation of the population of interest.
D)none of the above
Q2) You have just conducted a set of focus groups for a client,and the results are positive about launching a new product.What words of caution would you give the client before they make this multi-million dollar decision?
Q3) How long should an ideal focus group be?
A)30 minutes
B)one hour
C)90 minutes
D)two hours
Q4) An advantage of depth interviews is that group pressure is eliminated.
A)True
B)False
Q5) Why do people participate in focus groups? What are a few things the moderator can do to encourage participation by participants once they are at the focus group facility?
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Chapter 6: Traditional Survey Research
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Q1) When an interviewer sits in front of a computer monitor in which the computer dials the phone number of people listed on a sampling frame so that the interviewer can focus on asking the respondent survey questions,what type of study is involved?
A)ILI
B)CATI
C)IDI
D)PERT
E)MBO
Q2) 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
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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Q1) 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
Q2) The fact that not every household has a published phone number can cause which type of error in telephone surveys?
A)sample frame error
B)random error
C)population specification error
D)surrogate information error
E)none of the above
Q3) Most current telephone research is biased due to the fact that many people have abandoned land lines in favor of cell phones.
A)True
B)False
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) A text file that is placed on a user's computer to identify this user when he or she revisits this Web site in the future is called a(n):
A)cookie.
B)blog.
C)banner.
D)newsgroup.
E)community.
Q2) When a company invites pre-validated customers to join an online panel discussion of other customers,this is called:
A)open recruitment.
B)unrestricted recruitment.
C)closed online panel recruitment.
D)diagonal recruitment.
E)open online panel recruitment.
Q3) The most important factor in the quality of traditional face-to-face focus group research is the skill of the moderator.
A)True
B)False
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Chapter 7: A: Online Marketing Research
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Q1) Open panel recruitment is more likely to lead to "professional" respondents.
A)True
B)False
Q2) Some prominent marketing researchers think that online focus groups can replace conventional focus groups.
A)True
B)False
Q3) Why might a market researcher prefer a panel consisting of respondents recruited via a closed online panel recruitment effort rather than an open-online panel recruitment?
Q4) Internet surveys have a higher cost per survey than telephone surveys.
A)True
B)False
Q5) What type of research has basically replaced computer-assisted telephone interviewing?
A)Online survey research
B)Productive Research
C)Telephone Research
D)Random Research
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Chapter 8: Primary Data Collection: Observation
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Q1) When United Airlines asks one of its employees to fly from New York to Los Angeles and to pretend that he ordered a vegetarian meal (when he did not to this)in order to see the reaction of the flight attendant when he complains that he ordered this meal and was unhappy that it was not available,this is an example of:
A)a natural situation.
B)exploratory research.
C)descriptive research.
D)an experiment.
E)a mystery shopper.
Q2) The systematic process of recording behavior without communicating with the people involved is known as:
A)experimental research.
B)focus group research.
C)observation research.
D)exploratory research.
E)descriptive research.
Q3) Internet tracking of surfing behavior is an example of observation research.
A)True
B)False
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Chapter 8: A: Primary Data Collection: Observation
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Q1) Which company provides scanner based data to its clients?
A)Predictive Networks
B)Virgin Entertainment
C)IRI
D)MRA
E)none of the above
Q2) A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?
A)pupilometer
B)EEG
C)Voice-pitch analysis
D)GSR
E)none of the above
Q3) A consumer's level of arousal while watching an ad can be measured with observational research.
A)True
B)False
Q4) Clickstreams are the most basic way to measure online marketing programs.
A)True
B)False
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Chapter 9: Primary Data Collection: Experimentation and Test Markets
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Q1) What type of experimental design is the following?
Experimental Group: (R)X O<sub>1</sub>
Control Group: (R)O<sub>2</sub>
A)Solomon 4 design
B)One-shot case study
C)Quasi-experiment
D)After-only with control group design
E)Pretest-Posttest Design
Q2) Laboratory experiments have greater problems estimating external validity than test market studies.
A)True
B)False
Q3) When Wendy's tracks the profits of its "single hamburger" versus a test market result of a new product (a hot dog)to determine the impact on profits of adding the hot dog to the menu,Wendy's is testing for a(n):
A)quasi-effect.
B)contamination effect.
C)multiple time-series effect.
D)cannibalization rate.
E)one-shot effect.
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Chapter 9: A: Primary Data Collection: Experimentation and Test Markets
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Q1) An analysis of company financial records shows that in every year that the company increased its advertising expenditures,sales increased.What can you say about the relationship between the two factors/variables?
A)Advertising expenditure and sales exhibited concomitant variation.
B)Increasing advertising expenditures led to increased sales.
C)Increased sales led to an increase in advertising expenditures.
D)Advertising and sales are inversely related.
E)none of the above
Q2) When respondents drop out of an experiment before it is completed,this is Referred to as ________________.
A)maturation
B)history
C)instrument variation
D)mortality
E)selection bias
Q3) The results of a field experiment are often impacted by competitors' actions.
A)True
B)False
Q4) Under what conditions can the results of a test market be used to forecast sales for a region?
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Chapter 10: The Concept of Measurement
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Sample Questions
Q1) "Brand loyalty" is an example of a(n):
A)ordinal term.
B)marketing construct.
C)interval construct.
D)ratio concept.
E)nominal term.
Q2) Measurement is the process of assigning numbers to indicate the amount of an attribute possessed by a person,object,or event.
A)True
B)False
Q3) A statement that specifies which observable characteristics will be measured and how they will be measured in order to assign a number to the measurement is called a (n):
A)validity factor.
B)construct.
C)reliability factor.
D)theoretical definition.
E)operational definition.
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Chapter 10: A: The Concept of Measurement
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Q1) When few differences in scores are found between the first and second administration of a test,the test is said to have _________.
A)validity
B)stability
C)sensitivity
D)none of the above
Q2) ____________________ are/can be a source of measurement differences that produces random or systematic error.
A)Characteristics of individual respondents
B)Short-term personal factors
C)Situational Factors
D)Sampling of items included in the questionnaire
E)All of the above
Q3) ____________ are specific types of concepts that exist at higher levels of abstraction than do everyday concepts.
A)Abstract Concepts
B)Constructs
C)Intuitive Constructs
D)None of the above.
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Chapter 11: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) What type of rating scale is the following?
Please assign a total of 100 points to the following characteristics For purchasing an airline ticket in terms of how important each of these Factors is to you in making your decision to buy a ticket?
_____ Price
_____ Number of stops
_____ Comfort of the seats
_____ Courtesy of the flight attendants
_____ Pilot comments during the flight
A)Stapel scale
B)Balanced scale
C)Semantic differential scale
D)Forced choice scale
E)Constant sum scale
Q2) In studying a purchase decision,the most obvious way to discover the attitudes of the buyer is to ask the buyer what factors they considered important in their purchase decision.
A)True
B)False
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Chapter 11: A: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) Which of the following types of scales is least likely to produce interval or ratio scale data?
A)paired comparison
B)itemized rating
C)graphic rating
D)constant sum
E)All produce interval or ratio scale data.
Q2) Suppose a researcher needed output so as to be able to perform ratio analysis.Which of the following scales would be utilized?
A)semantic differential scale
B)Likert scale
C)constant sum scale
D)rank order scale
Q3) Semantic differential scales cannot be quantified.
A)True
B)False
Q4) Constant sum scales produce ratio scale data.
A)True
B)False
Q5) List and briefly describe considerations in selecting a scale.
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Chapter 12: Questionnaire Design
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Q1) In a personal interview situation,when the interviewer is not sure what the interviewee meant when answering a question and then says to the interviewee: "Tell me more about what you mean by that." What type of question is the latter question?
A)Multiple-choice
B)Closed-ended
C)Open-ended
D)Dichotomous
E)Probe
Q2) Suppose that a personal interviewer asks a respondent during a taste test of a new cake product: "How did you like the taste and smoothness of the cake?" What is the flaw in this question?
A)This is a leading question.
B)This is a loaded question.
C)This is a double-barreled question.
D)This is an unfair question.
E)This is a biased question.
Q3) 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) Which of the following is not part of the criteria for a good questionnaire?
A)considers the respondent
B)considers the computer hardware tabulating the results
C)provides decision-making information
D)meets data-processing requirements
E)All are part of the criteria for a good questionnaire.
Q2) Counterbiasing statements are typically made near the beginning of a survey. A)True
B)False
Q3) It is important for surveys to include supervisor's instructions in order to assist the _______.
A)client
B)field services firm
C)respondent
D)none of the above
Q4) Why do open-ended questions require more time (and money)to evaluate than closed-ended questions?
Q5) In a survey,there should never be a model introduction/opening and closing. A)True
B)False
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) It is not necessary to select a random starting point as the first step in selecting a systematic sample.
A)True
B)False
Q3) The purpose of sampling is to use the results of the sample to estimate some characteristic of the population from which the sample was drawn.
A)True
B)False
Q4) 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) The difference between the sample result and population value is known as
A)level of confidence
B)nonsampling error
C)acceptable error
D)none of the above
Q2) Stratified random samples are often confused with which of the following nonprobability sampling techniques?
A)quota
B)convenience
C)judgment
D)snowball
E)none of the above
Q3) A researcher invokes a pilot sample and finds that respondents from households with less than $50,000 annual income respond very differently than respondents from households with greater than $50,000 annual income,with regard to the key survey questions.In addition,the researcher's preliminary results show greater variance among respondents in the over $50,000 households.Given the preceding,which probability sampling method should the researcher invoke and why?
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Chapter 14: Sample Size Determination
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Q1) In selecting probability samples,sampling error ________ at a rate equal to the _______ of the relative _______ in sample size.
A)increases;square root;increase B)decreases;square root;decrease C)decreases;square root;increase D)decreases;same rate;increase E)increases;square root;decrease
Q2) In probability samples,the cost of increasing sample size rises on a linear basis. A)True
B)False
Q3) The budget for a research project frequently is a major factor in setting the sample size for the research study. A)True B)False
Q4) 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) Which of the following is not a method for estimating the population standard deviation?
A)prior study results
B)conduct a pilot study
C)use secondary data
D)using population size
Q2) The greater the number of subgroups to be analyzed,the smaller the necessary sample size.
A)True
B)False
Q3) The finite population correction factor (FPC)is an adjustment to the required sample size that is made in cases where the sample is expected to be equal to 5 percent or more of the total population.
A)True
B)False
Q4) If a researcher takes enough samples,the data will begin to approach a normal distribution.
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) Which of the following would be the best way to summarize the "average income" in Webster Groves,Missouri?
A)Mean
B)Standard deviation
C)Median
D)Standard error of the mean
E)Mode
Q3) Data that can be shown as a line chart can also be shown as a bar chart.
A)True
B)False
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Chapter 15: A: Data Processing and Fundamental Data Analysis
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Q1) A common way of setting up cross-tabulation is to use columns to represent factors such as demographics and lifestyle characteristics,which are expected to be predictors of the state of mind,behavior,or intentions data,shown as rows of the table.
A)True
B)False
Q2) Checking to ensure that skip patterns were followed occurs during the data editing stage.
A)True B)False
Q3) If we conclude that the average weekly amount of soft drink consumption by males and females is about the same,but that the standard deviation among males is greater than that for females,what would this mean?
A)Males and females pretty much agree as to how many soft drinks they consume per week.
B)Males consume more soft drinks per week than females.
C)Even though males and females consume,on average,about the same number of soft drinks,there is more diversity of consumption among males.
D)none of the above
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Chapter 16: Statistical Testing of Differences and Relationships
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Q1) In statistical testing,if a difference between two groups is large enough to be unlikely Because of chance,we say that this difference is:
A)statistically insignificant.
B)a chance occurrence.
C)statistically significant.
D)due to sampling error.
E)a spurious occurrence.
Q2) A statistical difference is important from a manager's viewpoint only if the difference is "sufficiently different."
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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33
Chapter 16: A: Statistical Testing of Differences and Relationships
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Sample Questions
Q1) What is the typical (rule of thumb)alpha level used in hypothesis testing?
A).02
B).05
C).10
D)none of the above
Q2) In testing a hypothesis about means,if the sample size was less than 30,then the appropriate statistical test would be?
A)chi-square test
B)t-test
C)z-test
D)one-way ANOVA
E)none of the above
Q3) Hypotheses about frequency distributions that involve one or more nominally scaled variables can be tested using ____________.
A) chi-square test
B) t-test
C) f-test
D) z-test
E) ANOVA test
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Chapter 17: Bivariate Correlation and Regression
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Sample Questions
Q1) 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
Q2) When more than 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.
Q3) The correlation coefficient is the square root of the coefficient of determination. A)True
B)False
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35
Chapter 17: A: Bivariate Correlation and Regression
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Sample Questions
Q1) When two variables are not correlated at all,the correlation coefficient would be
A)-1
B)0
C)1
D)-2
E)none of the above
Q2) In regression,the higher the _________ value,the more likely the relationship between variables is significant.
A)F
B)p
C)Z
D)none of the above
Q3) The explained variation by the regression is referred to as the:
A)total variation.
B)bivariate.
C)sum of squares due to regression .
D)none of the above
Q4) How many pairs of responses were in this correlation analysis? ________
Q5) Which of the relationships in the matrix is the strongest?
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Chapter 18: Multivariate Data Analysis
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Sample Questions
Q1) Which type of multivariate analysis should be used when a researcher wants to identify
Subgroups of individuals that are homogeneous within subgroups and different from other subgroups?
A)Conjoint analysis
B)Cluster analysis
C)Multiple regression analysis
D)Factor analysis
E)Multiple discriminant analysis
Q2) In factor analysis,a linear combination of variables that are correlated with one another is Called a(n):
A)discriminant factor.
B)underlying factor.
C)factor.
D)overlying factor.
E)dummy factor.
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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Sample Questions
Q1) An advertising agency has been doing work for a client selling widgets.The three-month campaign has produced a low correlation between advertising expenditures and sales for its client.Hence,the client is considering firing the ad agency.The ad agency counters that consumer sales are not a fair assessment of the effectiveness of the ad campaign after only three months.They counter with an analysis of advertising expenditures in relation to number of requests for information about the widgets;number of distributors stocking widgets;and number of retailers requesting shipments of widgets.The ad agency has a database with such information.What kind of analysis would best assist the ad agency in making their case for the effectiveness of their ad campaign?
Q2) Cluster analysis is particularly valuable for what type of marketing strategy?
A)product differentiation
B)positioning
C)segmentation
D)none of the above
Q3) Which of the following is not a step in conjoint analysis?
A)collecting trade-off data
B)estimating factor loadings
C)estimating preference structures
D)predicting consumers' choice
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Chapter 19: Communicating the Research Results
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Sample Questions
Q1) Typically,which of the components of the research report is the most difficult to write?
A)Background
B)Table of contents
C)Appendix
D)Executive summary
E)Title page
Q2) An effective presentation of the research report should be tailored to the audience that receives the report.
A)True
B)False
Q3) In a research report,the recommendations are derived by the process of induction. A)True
B)False
Q4) All research reports should include recommendations from the researcher. A)True
B)False
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Page 39
Chapter 19: A: Communicating the Research Results
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Sample Questions
Q1) Generalizing from small pieces of information can be referred to as___________.
A)Conclusions
B)Induction
C)Both
D)Neither
Q2) Clients tend to prefer long text-based reports to shorter ones.
A)True
B)False
Q3) The executive summary:
A)should be a maximum of four pages
B)is often the most difficult part of the report to write
C)is where the researcher lists key findings
D)all of the above
E)none of the above
Q4) A typical marketing research report:
A)centers around pictures and graphs
B)contains at least 50 pages of text
C)contains an appendix and glossary
D)should be done in whatever style the researcher deems appropriate
E)should always contain the researcher's specific recommendations
Page 40
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Chapter 20: Managing Marketing Research
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Sample Questions
Q1) In the context of moving marketing research more into a decision making role,rather than purely a staff/support function,define the following 3 terms:
a)Insight
b)Innovation
c)Creativity
Q2) To increase a client's ROI,a marketing research firm can:
A)invest more in research
B)invest less in research
C)reduce the anticipated dollar value of the decision based on the research
D)invest more in advertising
E)enter a riskier new market
Q3) Cost-plus projects are typically found in situations where:
A)the researchers are required to travel.
B)a research firm is recognized as providing high-quality output.
C)a client requires frequent progress reports.
D)a research department of a large corporation conducts a project for another department.
E)a research firm's fees fall within the 90<sup>th</sup> percentile.
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Chapter 20: A: Managing Marketing Research
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Sample Questions
Q1) New knowledge that has the potential to create significant marketing impact is called:
A)insight.
B)research management.
C)innovation.
D)outsourcing.
E)creativity.
Q2) ROI is theoretically flawed because it divides profit return by the expenditure instead of subtracting it.
A)True
B)False
Q3) The successful implementation of creative ideas within a company is known as: A)insight.
B)research management.
C)innovation.
D)outsourcing.
E)creativity.
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