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2010 | OriginalPaper | Chapter

Types of evidence

Author : J. Scott Armstrong

Published in: Persuasive Advertising

Publisher: Palgrave Macmillan UK

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Casual observation provides the weakest type of evidence. Non-experimental data improves upon casual observation, but it is a poor guide, especially in complex situations. The primary focus in this book is on experimental evidence. The types of evidence are described in this section.

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Metadata
Title
Types of evidence
Author
J. Scott Armstrong
Copyright Year
2010
Publisher
Palgrave Macmillan UK
Book
Persuasive Advertising

Print ISBN: 978-1-349-51189-1

Electronic ISBN: 978-0-230-28580-4

Copyright Year: 2010

DOI
https://doi.org/10.1057/9780230285804_2