Which Statement Is Not True Concerning the Guidelines for Reading

question 40

Multiple Choice

Which statement is not true concerning the guidelines for reading the report and evaluating the marketing research project developed by the Advertising Research Foundation?

• A)The report should assume that the reader has prior knowledge of the problem situation and all the relevant information.
• B)The report should include a discussion of the information needs,data-collection methods,scaling techniques,questionnaire design and pre-testing,sampling techniques,and fieldwork.
• C)The interpretation of the basic results should be differentiated from the results per se.
• D)Factors that limit the generalizability of the findings,such as the nature and representativeness of the sample,mode and time of data collection,and various sources of error should be clearly identified.

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Definitions:

Experimenter Bias

A form of bias introduced by the expectations, beliefs, or preferences of the researcher conducting an experiment which can affect the outcome.

Online Experiments

Research studies conducted over the internet, allowing for the collection of data from a broad geographic distribution of participants.

Diffusion

The method in which a new idea is shared across specific channels over a period among individuals within a social structure.

Internal Validity

The extent to which a research study accurately establishes a cause-effect relationship between the treatment and the observed outcome, minimizing the confounding variables.