A Marketing Research Firm Is Testing Consumer Reactions to Odorless

question 2

Multiple Choice

A marketing research firm is testing consumer reactions to odorless charcoal briquettes by asking people in the community to test the briquettes and then following up with a telephone survey to learn how they feel about the product.The firm has found that different samples from the same general population give remarkably different survey results.The firm's test most likely lacks

• A) reliability.
• B) distinctiveness.
• C) clarity.
• D) standardization.
• E) validity.

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Definitions:

General Adaptation Syndrome

A theoretical model that explains the body's stress response in three stages: alarm, resistance, and exhaustion.

Parasympathetic Division

The branch of the ANS that is most active during processes (such as digestion) that restore the body’s reserves of energy.

Autonomic Nervous System

A part of the peripheral nervous system that controls involuntary body functions, including heart rate, digestion, and respiratory rate, comprising the sympathetic and parasympathetic nervous systems.

Sympathetic Activity

The part of the autonomic nervous system that prepares the body for stress or emergency situations, often referred to as the "fight or flight" response.