| Credibility - Key findings of the 1999 tracking research
Published: May 01, 2000
Last Updated: July 28, 2000
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Credibility
Key findings of the 1999 tracking research
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Fundamental public perceptions of credibility haven’t changed.
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Efforts to improve credibility are applauded.
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Errors can be forgiven, but confession is required.
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Absent explanations, motives will be presumed.
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For our efforts to make any difference, they must show in the pages of
the newspaper.
(Survey research was conducted by Urban & Associates Inc., Sharon,
Mass., to test market awareness of, and reaction to, the specific credibility-building
initiatives of the test-site newspapers. The research allowed comparability
to research conducted in 1998.)
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