The Value of an Inquiry/direct Response Measure Is That It

question 90

Multiple Choice

The value of an inquiry/direct response measure is that it is:

• A)a straightforward measurement of ads designed to generate inquiries.
• B)cheaper than other forms of ad testing.
• C)versatile enough to be used for many different kinds of ads.
• D)available to consumers as they respond to the ad being tested.

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Definitions:

Confirmation Bias

The tendency to search for, interpret, and remember information in a way that confirms one’s preconceptions, leading to statistical errors.

Public Opinion Poll

A method used to gauge public opinion by asking a random sample of people questions on various topics.

Sexual Harassment

Unwelcome or inappropriate sexual advances, requests for sexual favors, and other verbal or physical harassment of a sexual nature.

Representativeness Heuristic

A cognitive shortcut that involves judging the probability of an event by its similarity to a prototype or an example.