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Focus groups are for generating statistics and making scientific generalizations, not for gaining any real understanding or insight.
Q11: The value of an inquiry/direct response posttest
Q34: While members of the account management team
Q66: An agency staffer conducts a test to
Q74: In agencies, people in research departments are
Q79: Social roles-mothers, fathers, romantic partners-and the consumer's
Q93: (Scenario 10-5) Assuming that Ford's intent behind
Q95: What recent trend in advertising indicates that
Q105: How does the hard-sell approach aim to
Q108: Advertising messages were primarily informational in nature
Q109: Which of the following best defines ethics?<br>A)moral