A researcher investigating the impact of television advertising on consumer attitudes toward Brand X compared the attitudes of a sample of respondents who did not watch the ABC Sunday Night Movie (one of the sponsors of which was Brand X) against those who did. This is an example of

Question

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This is an example of selection bias because the researcher is comparing two groups that may inherently differ in significant ways other than their exposure to the ABC Sunday Night Movie. The group that watches the movie might have different characteristics from the group that does not, affecting their attitudes towards Brand X independently of the advertising.

A Researcher Investigating the Impact of Television Advertising on Consumer