A Sporting Equipment Chain Wants to Evaluate Consumers' Responses to Its

question 93

Multiple Choice

A sporting equipment chain wants to evaluate consumers' responses to its new frequent shopper program.An advertising researcher designed a questionnaire,which was filled out by customers in each of its store.Its store in Chicago showed that consumers welcomed the new program.The store in Houston indicated that customers thought the new program would be an invasion of privacy.Since both stores administered the same survey,the survey probably lacks:

• A) cohesiveness.
• B) homogeneity.
• C) invalidity.
• D) flexibility.
• E) reliability.

---

Definitions:

Benchmark Survey

A preliminary survey used to gauge the public's awareness, knowledge, or opinions before a campaign or a significant change in policy.

Tracking Survey

A tracking survey is a type of public opinion polling conducted over a period to track changes in opinions or attitudes, frequently used during political campaigns to measure shifts in voter sentiment.

Permanent Campaign

The idea that the mode of campaigning for political office becomes a continuous process, blending with governance.

Invisible Primary

The early phase in a presidential election cycle where candidates seek to gain support from influential party members and donors before the first primary elections.