Why Is It Important That Tests Used to Gather Information

question 21

Essay

Why is it important that tests used to gather information for advertising research be both valid and reliable?

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Definitions:

Classical Conditioning

A training process resulting from the connection between a stimulus present in the environment and one that occurs naturally.

Partial Reinforcement

A conditioning strategy where only a portion of responses are reinforced, making the learned behavior more resistant to extinction.

Higher-Order Conditioning

A process in classical conditioning by which a stimulus that already elicits a conditioned response is used as a conditioned stimulus to condition a response to a new stimulus.

Latent Learning

Learning that occurs without any obvious reinforcement or immediate demonstration of the learned behavior or knowledge, becoming apparent only when a situation calls for it.