Which of the ten media channels do you think was least reliably measured? Do you think the
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Question:
Which of the ten media channels do you think was least reliably measured? Do you think the measurement of ad exposure in this channel was biased (systematically higher or lower than the real number) or just highly variant (sometimes higher and sometimes lower than the real number)?
a. Discuss whether each channel was measured accurately.
b. Discuss the concept of bias and why that would be worse than imprecision.
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Authors: Jack R. Meredith, Samuel J. Mantel Jr.
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