Because source credibility can be so subjective, it is difficult to quantify and thus most often is the subject of qualitative research.
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Q4: Which of the following is NOT true
Q5: Which of the following is NOT a
Q6: Which of the following is NOT an
Q7: One advantage of qualitative research is that
Q8: Copytesting is diagnostic in its approach
Q10: Copy testing and concept testing are essentially
Q11: Copy testing is used extensively in advertising
Q12: Media trust and reliability can be studied
Q13: List four advantages and disadvantages of qualitative
Q14: Define source credibility, media trust and media
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