Research has shown that heavy Web users are less likely to spend time with friends and family, but they report far more offline contact with family members than nonusers. How should this be interpreted by marketers?
A) The findings emphasize the need for smaller companies to go global on the Web
B) There is probably a third factor involved, such as personality, which increases the interactions among family of some heavy Web users but decreases the interaction among others
C) Respondents in marketing research many times misrepresent the truth about sensitive items
D) Heavy Web users are an ideal market segment for purchases of family- oriented products, such as board games
E) Respondents are not sure what Web use is, therefore they are answering in ways that misrepresent their actual behaviour.

Question

Quizplus · Accepted Answer

The findings suggest that personality or another third factor might influence the varying levels of family interaction among heavy Web users, rather than Web usage itself being the direct cause.

Research Has Shown That Heavy Web Users Are Less Likely