Which statement is not true concerning the guidelines for reading the report and evaluating the marketing research project developed by the Advertising Research Foundation?
A. The report should assume that the reader has prior knowledge of the problem situation and all the relevant information
B. The report should include a discussion of the information needs, data-collection methods, scaling techniques, questionnaire design and pre-testing, sampling techniques, and fieldwork.
C. The interpretation of the basic results should be differentiated from the results per se
D. Factors that limit the generalizability of the findings, such as the nature and representatives of the sample, mode and time of data collection, and various sources of error should be clearly identified
Answer: A. The report should assume that the reader has prior knowledge of the problem situation and all the relevant information