Should the Language of "Testing" be Abolished?

Discusses the true reasons why research should be employed, and the key compenents of successful research.

Should the Language of “Testing” Be Abolished?

Karl RosenbergExecutive Vice President rsc THE QUALITY MEASUREMENT COMPANY

Adapted from a speech presented at the ARF Account Planner Workshop, May 1997.

ARS Persuasion and ARS are registered marks ofrsc THE QUALITY MEASUREMENT COMPANY.

Quality Measurement is a proprietary mark ofrsc THE QUALITY MEASUREMENT COMPANY.

SCANTRACK and Markettrack are registered trademarks of the A. C. Nielsen Company. InfoScan is a registered trademark of Information Resources, Inc.

Should the language of “testing” be abolished? This is one of those loaded questions meant to...

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