Comment on the validity and reliability of the following: a. A respondent's report of an intention to

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Comment on the validity and reliability of the following:
a. A respondent's report of an intention to subscribe to Consumer Reports is highly reliable. A researcher believes that this constitutes a valid measurement of dissatisfaction with the economic system and alienation from big business.
b. A general-interest magazine claimed that it was a better advertising medium than television programs with similar content. Research had indicated that for a soft drink and other test products, recall scores were higher for the magazine ads than for 30-second commercials.
c. A respondent's report of frequency of magazine reading consistently indicates that she regularly reads Good Housekeeping and Gourmet and never reads Cosmopolitan.
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Business Research Methods

ISBN: 978-1111826925

9th edition

Authors: William G. Zikmund, Barry J. Babin, Jon C. Carr, Mitch Griffin

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