Which Statement Is Not True Concerning the Guidelines for Reading

question 71

Multiple Choice

Which statement is not true concerning the guidelines for reading the report and evaluating the marketing research project developed by the Advertising Research Foundation?

• A) Factors that limit the generalizability of the findings,such as the nature and representativeness of the sample,mode and time of data collection,and various sources of error should be clearly identified.
• B) The interpretation of the basic results should be differentiated from the results per se.
• C) The report should include a discussion of the information needs,data-collection methods,scaling techniques,questionnaire design and pre-testing,sampling techniques,and fieldwork.
• D) The report should assume that the reader has prior knowledge of the problem situation and all the relevant information.

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Definitions:

Probabilities

A measure of the likelihood that an event will occur, expressed on a scale from 0 (impossible) to 1 (certain).

Invest

Distributing financial resources with the aim of achieving financial gain or income.

Probability

A measure of the likelihood that an event will occur, often expressed as a number between 0 and 1.

Expected Value

A calculation in probability theory that summarizes the expected return or outcome from a random event or situation.