Advantages of Using Computer-Assisted Personal Interviewing to Collect Research Data

question 84

True/False

Advantages of using computer-assisted personal interviewing to collect research data include good response rates and low potential for interviewer bias.

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Definitions:

GRP

Gross Rating Point, a standard measure in advertising denoting the reach and frequency of a particular advertisement or campaign.

CPM

Stands for Cost Per Thousand impressions, a metric used in advertising to denote the price of 1,000 advertisement impressions on one webpage.

Reach

The total number of individuals or entities exposed to a particular marketing message or campaign within a specified period.

Rating

The percentage of households in a market that are tuned to a particular TV show or radio station.