The greatest abusers of the current ratings system are
A)advertisers, who insist on quantitative rather than qualitative data.
B)audience members who, when chosen to be part of a ratings sample, alter their viewing and listening habits.
C)advertisers, networks, and stations, which treat figures as precise measurements rather than as estimates.
D)ratings services, which ignore sampling error when preparing data.
E)programmers, who insist on qualitative rather than quantitative data.

Question

Quizplus · Accepted Answer

Advertisers, networks, and stations rely too heavily on the ratings figures as precise measurements rather than estimates. They often make decisions based on small fluctuations in ratings, which can lead to inaccurate assessments of a program's success. This can result in canceling shows prematurely or investing in programs that aren't actually performing well.

The Greatest Abusers of the Current Ratings System Are