When Procter & Gamble acquired the Old Spice brand, it decided to reposition the brand by using a different advertising message to see whether its sales would increase. The advertising message is the ________ in this marketing experiment.
A) dependent variable
B) extraneous variable
C) constraint
D) independent variable
E) error variable

Question

Quizplus · Accepted Answer

The advertising message is the independent variable because it is the factor that Procter & Gamble is changing to observe its effect on sales, which would be the dependent variable.

When Procter & Gamble Acquired the Old Spice Brand, It