Final answer:
To eliminate possible bias in advertising decisions, firms should base their strategies on marketing research about the target market, utilizing random sampling to ensure representation of the entire market.
Step-by-step explanation:
To eliminate possible bias related to judgments about some population segments in its target market, a firm's decisions about advertising should be based on marketing research about the target market.
An effective approach to obtain unbiased and representative information is to conduct random sampling within the target market. This means every individual within the market has an equal chance of being included in the study. By doing so, the results will more likely reflect the true characteristics and behaviors of the entire market. This method is preferable over biased samples, such as those sometimes found in television show polls, which are not representative of the general population. Relying on scientific market research, like that used by the Nielsen Ratings, can offer insights into the popularity and effectiveness of different advertising strategies and assist in developing campaigns that resonate with the target audience while avoiding biases.
For instance, if a survey about the ages of customers is conducted using a random selection of shoppers at an electronics store, the findings would likely be more reliable than if the sample was skewed towards a particular demographic. Similarly, applying critical thinking to evaluate the expertise and potential bias of the people conducting the research is also essential. In summary, marketing research based on random sampling, devoid of employee or competitive influences, is the best path to unbiased decision-making in advertising.