Asked by Kelsee Katsanes on Jun 30, 2024
Verified
In advertising research, a tendency of consumers to use middle values of a range, omitting extremes, to express their ratings is known as:
A) normative social behaviour.
B) averaging.
C) identification.
D) compensating.
Averaging
The process of calculating the mean value of a set of numbers, which is often used to find a central tendency or to simplify complex data.
Advertising Research
The study of techniques and strategies used in advertising to evaluate its effectiveness and to understand consumer responses.
Middle Values
In statistics and data analysis, these refer to values that fall in the middle range of a data set, often used in the context of median or mean calculations.
- Explain advertising research biases beyond response bias, such as averaging bias.
Verified Answer
JJ
Jesse JamesJul 02, 2024
Final Answer :
B
Explanation :
This tendency is referred to as "averaging" because consumers often choose middle or average values when asked to rate something, avoiding the extreme ends of the scale. This behavior reflects a preference for moderation or possibly an uncertainty in providing a more definitive extreme rating.
Learning Objectives
- Explain advertising research biases beyond response bias, such as averaging bias.