The Greatest Abusers of the Current Ratings System Are

Multiple Choice

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.