A marketing analyst conducted a market research test on the influence of a celebrity driven advertising campaign on sales of a new skincare product, which had the following result: b = 0.46, p = 0.02. How would you interpret her results?
A) A direct effect between the celebrity driven advertising campaign and sales of the skincare product
B) No direct effect between the celebrity driven advertising campaign and sales of the skincare product
C) No indirect effect between the celebrity driven advertising campaign and sales of the skincare product
D) An indirect effect between the celebrity driven advertising campaign and sales of the skincare product

Question

Quizplus · Accepted Answer

The results indicate that there is a statistically significant positive relationship (indicated by the positive coefficient b) between the celebrity driven advertising campaign and sales of the skincare product. The p-value of 0.02 supports this finding, indicating that there is only a small chance that this relationship occurred by chance. Therefore, there is direct effect between the celebrity driven advertising campaign and sales of the skincare product.

A Marketing Analyst Conducted a Market Research Test on the Influence