A researcher in a retail-marketing unit wanted to test the impact of four different advertising campaigns for a new product ('TV', 'Social Media, 'Print Media' and 'Celebrity') on a group of forty randomly selected consumers. She wanted to compare the impact of each advertising campaign on each individual consumer's likelihood of purchasing the product and across the whole group, as well as any interaction effects. What sort of test design best suits this study?
A)Independent factorial design
B)ANOVA
C)Repeated-measures factorial design
D)Multiple linear regression.

Question

Quizplus · Accepted Answer

The best test design for this study is a repeated-measures factorial design because it allows the researcher to compare the impact of different advertising campaigns (within-subjects factor) on the same group of consumers, thereby accounting for individual differences and interaction effects between types of advertising and individuals.

A Researcher in a Retail-Marketing Unit Wanted to Test the Impact