This paper presents ten questions that the magazine researcher should answer before conducting the research.
Written in 2002; 1,345 words; 2 sources; MLA; $ 45.95
Paper Summary:
This paper discusses, in one of the questions, that the researcher should know how many of the respondents of the survey were readers of the magazine and if the results can be divided into non-readers and readers. The author believes that putting resources into making the focus group as effective as possible will be beneficial and will save money overall. The author is concerned that changing the content might impact negatively on current readers.
From the Paper:
"3. Is the data from the survey valid and reliable?
The survey asks respondents to rate their interest in a product on a scale of one to ten. Is this a valid way to determine if they are likely to purchase a product. For example, many of the products advertised are food products. It seems unlikely that a respondent would say they are highly interested in butter. However, the respondents would buy butter. The concern is that the readers assessing their own interests may not be a valid way of determining what they spend their money on."
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