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Two surveys were conducted to measure the effectiveness of an advertising campaign for a low-fat brand of peanut butter. In one of the surveys, the interviewers visited the home and asked whether the low-fat brand was purchased. In the other survey, the interviewers asked the person to show them the peanut butter container when the interviewee stated he or she had purchased low-fat peanut butter.

a. Do you think the two types of surveys will yield similar results on the percentage of households using the product?

b. What types of biases may be introduced into each of the surveys?

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Marketing Management, Management Studies

Category:- Marketing Management
Reference No.:- M91736554

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