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

Question

Quizplus · Accepted Answer

A time series design is the most appropriate choice because it involves examining the panel members' purchases before, during, and after the campaign, which allows for the assessment of short-term and long-term effects of the test commercial. A multiple time series design involves multiple dependent variables, and a one-group pretest-posttest design and a pretest-posttest control group design involve a control group, which is not present in this research project. Therefore, the most appropriate option is a time series design.

The Effectiveness of a Test Commercial (X)may Be Examined by Broadcasting