Which of the Following Is Considered a Major Criticism of the DAGMAR

question 97

Multiple Choice

Which of the following is considered a major criticism of the DAGMAR approach?

• A)its belief that the only relevant measure of advertising objectives is sales
• B)its focus on using sales-based objectives rather than communications-based objectives
• C)its inability to define what constitutes a good advertising objective
• D)its reliance on the hierarchy of effects model
• E)its lack of concern with the quantitative assessment of the impact on awareness

---

Definitions:

Sample Variance

A measure of variability that quantifies the spread of a sample data set; calculated as the sum of squared deviations from the sample mean, divided by the sample size minus one.

Population Variance

A measure of the dispersion or spread of a population dataset, calculated as the average of the squared differences from the population mean.

Confidence Interval

A range of values derived from sample data that is likely to contain the value of an unknown population parameter.

Sample Variance

A measure of variability or spread in a sample dataset, indicating how much the individual sample points deviate from the sample mean.