Which of the following is FALSE about infomercials?
a. Usually paid for in advance
b. Increase profits in low-viewing timeslots
c. Success is measured by the response rate
d. Attract huge audiences
e. Stations are reluctant to discuss these program-length commercials
d
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Which of the following BEST describes the relative advantages of field experiments in relationship to laboratory experiments?
a. Field experiments offer more control over the operationalization of the independent variable, while laboratory experiments exert less control. b. Laboratory experiments are more artificial, while field experiments offer the advantage of naturally occurring situations. c. Field experiments enable more equivalent comparison groups than those created in laboratory experiments. d. Laboratory experiments afford greater external validity than field experiments, while field experiments afford greater control over the variables of interest.
When measuring the strength of consumers’ beliefs about the benefits of drinking orange juice fortified with calcium, John decides to use a bipolar scale running from -3 to 3. What is one potential benefit of using this scale?
a. participants can score beliefs they do not have as zero which will take them out of the equation b. the scores are easier to tabulate c. participants have more response options d. negative values have a high correlational effects