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How can marketers use the PRIZM analysis tool to better the market for Canadians?
Reliability
The degree to which an assessment tool produces stable and consistent results across multiple administrations under similar conditions.
Validity
The quality of being logically or factually sound; the degree to which a concept, conclusion, or measurement is well-founded and corresponds accurately to the real world.
Personality Assessment
The use of standardized tests and tools to evaluate an individual's character, temperament, and personality traits.
Social Media
Digital platforms that enable users to create, share content, or participate in social networking.
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