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Karl Pittman had commissioned a research project from the research firm of ADVICE, INC. Karl found ...

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Karl Pittman had commissioned a research project from the research firm of ADVICE, INC. Karl found ...

Karl Pittman had commissioned a research project from the research firm of ADVICE, INC. Karl found out that the results of the project will need to be presented in a court case and he wonders if the opposing lawyers in the trial will question whether or not the telephone calls, used to collect the data, were actually made. Alice Neuman, the project director at ADVICE, INC., reassured Mr. Pittman that she used a standard industry method used in the industry for verification. Which of the following did she use?
A) use an interviewer only one time
B) call back a sample of the interviewer's respondents to verify that they were interviewed
C) have all interviewers take polygraph tests on a regular basis
D) pay interviewers to watch their peers
E) put video cameras in all work stations

Textbook

Basic Marketing Research: Using Microsoft Excel Data Analysis

Edition: 1^st

Authors: Burns, Bush, Nash

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