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Researchers from a British university were investigating the impact of a company's public visibility on its charitable donations. In order to control for variables other than visibility, the researchers limited their study to companies that were continuously on the FTSE 100 Index (\"a popular stock index\") from 1990 to September 2003. The researchers conducted random surveys of British nationals in October 2003 and asked whether they had heard of each company. The high-visibility group was composed of only the 7 companies that more than 85% of the respondents had heard of. The low-visibility group was composed of only the 7 companies that less than 25% of the respondents had heard of. The reason that the respondents had heard of the companies in the high-visibility group rather than the companies in the low-visibility group was because the companies in the high-visibility group were larger, more financially successful, or associated with consumer brands and products. The researchers evaluated the charitable giving of these companies according to the charitable donation percentage. The charitable donation percentage is the value of total monetary donations as a percentage of total pretax profits. The rationale for this standard was that it is difficult to evaluate the value of nonmonetary donations (for example, services), and donations as a percentage of profit were considered a better measure of corporate charity than the absolute value of corporate donations. : Multi Source Reasoning (MSR)