Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 2

You have developed a questionnaire designed to measure attitudes toward a series of tele-vision ads for a new snack food product. The respondents, as a group, will view the ads on a television set and then complete the questionnaire. Due to logistical circumstances beyond your control, you must split your sample of respondents into three groups and collect data on three separate days. What steps might you take in an effort to minimize possible variance in scores caused by the three separate administrations