A design to measure the effectiveness of a test commercial for Sears would be implemented as follows. Respondents are recruited to central theater locations in different test cities. At the central location, respondents are first administered a personal interview to measure, among other things, attitudes toward the store (O₁). Then they watch a TV program, the respondents are again administered a personal interview to measure attitudes towards the store (O₂). The effectiveness of the test commercial is measured as O₂- O₁. A) one- shot case study B) static group C) pretest- posttest control group D) one- group pretest- posttest

Question

Quizplus · Accepted Answer

The design described involves measuring the same group of respondents before and after exposure to the commercial, which aligns with a one-group pretest-posttest design.

A Design to Measure the Effectiveness of a Test Commercial