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This article responds to a critique of an article that examined the relationship between advertisers and consumers. The author examines the argument set forth in the critique, claiming that in hinges on the use of the word inherent when describing the nature of the conflict between these two parties. The author agrees that in the ideal situation this relationship should not be in such a conflict; however, simply because it is the ideal does not mean that it does not exist. He notes that the intent of the paper was the study the relationship and determine the nature of this relationship based on the evidence that was recorded.

The article explores whether there is one methodologically correct way to investigate a given subject, and what the correct mode of inquiry would be when investigating the philosophy of sports. An Aristotelian method for choosing modes of inquiry proper to their respective ends is presented in detail, and it is argued that there are multiple legitimate modes of inquiry appropriate to sports, contingent on the aims of investigation. Mode and method are briefly distinguished. The manner in which the paper was approached is labelled as a Socratic dedication to investigating claims to insight with the openness characteristic of play.

Causal structures involving a dynamic relation with time lags present difficulties if approached with conventional multivariate cross-sectional techniques. It is shown that customary tests for causal structure, e. g. partial correlations, break down or yield ambiguous results. Some further implications of lagged structure, and an extension of the idea to variability in space, are discussed in the paper. [ABSTRACT FROM AUTHOR]

This article presents a critique of an article that examined how families make purchasing decisions. The author presents comments on theoretical, methodological and analytical levels. The author suggests that personality and communication behavior are ambiguously linked with buying style. The author also questions the idea that there is an overlap among family members in their decision making. He feels this section of the paper is vague. The author feels that the hypothesis is vague as well and suggests a clarification of what is being attempted to be proven.

The article presents a research model on the area of evolutionary sexual behavior in marriage. It serves the purpose of providing a ground for systematic classification of studies on alternative sexual life style, fostering further inquiry, and offering marriage partners an influential way of understanding their relationship. An organize analysis of the subject in terms of the model is examined, along with discussions on the sexual life styles of pair-bonded couples such as free love, swinging, communal living and group marriage.

This article presents a critique of an article that examined consumers' attitudes towards advertising. The article suggested that the level of authoritarianism held by the consumer may be related to their attitude toward advertising. The critique discusses previous research that has also addressed how personality may influence consumers' attitudes and the author questions the methodology used in this study, claiming it was too simplistic. He also suggests that the author made several assumptions regarding the social goals of advertising.

Reports on a study designed to test the effect of feedback on communication accuracy. Hypotheses of the test; Information on previous experiments; Methodology of the study; Observation that accuracy is greater for audio feedback than for visual feedback.

The article focuses on methods and theory in sociology. Research problems can derive from many sources, but to state a view that is especially important in this context: If a science does not get its problems to a rather large extent from without, that is, from sources outside the research milieu itself, danger is in the making. Sociology, and especially those fields which are considered the most advanced in professional circles, is particularly prone to this danger, inasmuch as this form of sociology tends to raise primarily those problems that can be handled with a given set of methods. These methods, which In a certain sense are the best, to a large extent determine the way problems are formulated. If such methods had demonstrated, over a long and rich tradition, their capacity to answer questions originating from without, there would be no cause for any special concern. In physics and chemistry, not to mention mathematics, this is indeed often the case. These disciplines have an established system that both generates new problems and develops methods to solve them. But the most highly regarded sociological methods have largely been borrowed from the natural sciences.

The article describes the standard procedure for collecting data for the Method of Controlled Marginals (MCM) and the Method of Controlled Respondent Marginals (MCRM) and points out some of the advantages of manipulating marginals. The 100 University of Wisconsin undergraduates which comprised the sample each answered 50 items, and about a third of the group took the questionnaire again, four days later, for the purpose of ascertaining test-retest reliability. One might, for example, start by plotting the distribution of responses within the lowest quarter of the rating scale. In practice, the process is much facilitated by making up tabulation sheets, allotting two columns for each item--one in which to record agree responses and one in which to record disagree responses. A numerical value is entered in the appropriate column indicating the strength of agreement or disagreement. The most time-consuming task was that of converting the graphic scale responses into numerical form by means of a scoring rule. A second advantage is that equating item marginal proportions at some level eliminates the item popularity or difficulty factor and allows the observation of the purely qualitative relations which exist among the data at that level. If it is desired to employ the MCRM only, data collection and analysis can be considerably expedited by typing each item on a separate index card. The advantage of contrived items is the flexibility they permit in scoring.