In evaluating advertising or IMC campaigns, examples of long-term measures would include the following, except:

Information on differences between respondents and nonrespondents may be obtained from the sample itself, or it may be possible to estimate the differences from other sources

Indicate whether the statement is true or false

You would use weighting under which circumstance?

A) to create new variables that are composites of several other variables B) to adjust the sample so that greater importance is attached to respondents with certain characteristics C) to compare attitudinal scores measured on a seven-point semantic differential scale with lifestyle or image scores measured on a five-point Likert scale D) none of the above