The Effectiveness of a Test Commercial (X) May Be Examined

The effectiveness of a test commercial (X) may be examined by broadcasting the commercial a predetermined number of times and examining the data from a preexisting test panel. Although the marketer can control the scheduling of the test commercial, it is uncertain when or whether the panel members are exposed to it. The panel members' purchases before, during, and after the campaign are examined to determine whether the test commercial has a short- term effect, a long- term effect, or no effect. A design was used in this research project.

A) multiple time series design
B) one- group pretest- posttest design
C) pretest- posttest control group
D) time series