Multiple Choice Quiz

1		A Personal Portable Meter (PPM)
			A)	records what radio stations a person listens to.
			B)	is used to monitor a person's Internet usage.
			C)	refers to psychographics.
			D)	is a way of segmenting Internet audiences.
2		A rating point refers to
			A)	the percentage of all households watching television tuned to a particular program.
			B)	the number of hits an Internet search engine receives in a 24 hour period.
			C)	the number of hours of television a person watches in a day.
			D)	the percentage of all households with televisions tuned to a particular program.
3		A scientific poll
			A)	is often conducted by Gallup.
			B)	offers each member of a population an equal chance of participating.
			C)	is used as proof for a persuader's message.
			D)	all of the above.
4		Which type of belief is shared by all and is rarely subject of controversy?
			A)	Type A: Primitive Beliefs, 100 Percent Consensus
			B)	Type B: Primitive Beliefs, Zero Consensus
			C)	Type C: Authority Beliefs
			D)	Type D: Derived Beliefs
5		Concept mapping
			A)	asks a consumer to picture what a company would be like if it were an animal.
			B)	depicts the consumer's attitudes toward certain brands.
			C)	compiles geodemographic information into maps for persuaders.
			D)	refers to market surveys from a particular geographic region.
6		The device that allows Internet sites to obtain information about its visitors is known as a
			A)	hyperlink.
			B)	collage.
			C)	hypertext.
			D)	cookie.
7		According to the iVals survey, more than half of all Internet users are
			A)	Actualizers.
			B)	Achievers.
			C)	Strugglers.
			D)	Strivers.
8		Which type of belief is most difficult to change, according to Rokeach?
			A)	Type A
			B)	Type B
			C)	Type C
			D)	Type D
9		Gold Card Viewers
			A)	watch only some of a show, but tune in often.
			B)	watch little of a show and don't watch often.
			C)	watch most of a show and tune in often.
			D)	all of the above.
10		Psychographics combines demographics with
			A)	abstract concepts such as attitudes and opinions.
			B)	locations of where people live.
			C)	polling.
			D)	Audit Bureau of Circulation ratings.