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MRKT 431: Marketing Seminar (Nicholls)

Credibility Handout - Thoughts on Credibility

Two Questions To Ask When Determining Credibility

Who wrote it?

  • What puts them in a position to reliably assure you that they know what they are talking about?

How can I confirm what they are saying?

  • Do they cite other sources or quote other experts? Do they back up their opinions with facts and the means to verify those facts? (Or can the facts be verified through other sources?) Does their publication have a history of sound editorial judgment, verifying facts, and retracting/correcting errors?

Credibility Tests

Media Bias Chart