To test the effectiveness of changes in an advertising campaign,a marketing research firm decides to implement certain changes in Atlanta,other changes in Dallas,and no change to the ad campaign in Denver.With regard to the products in question,the purchasing propensities in the three cities are equal.What type of research design is the marketing research firm invoking?
A)exploratory study design
B)observational study design
C)descriptive study design
D)causal study design
E)all of these

Question

Quizplus · Accepted Answer

The marketing research firm is implementing certain changes in Atlanta and Dallas, while no changes are being made in Denver, to test the effectiveness of changes in the advertising campaign. This is a clear indication of a causal study design as the firm is trying to establish a causal relationship between the changes made in the advertising campaign and changes in consumer behavior. The other study designs such as exploratory, observational, and descriptive are not applicable in this scenario.

To Test the Effectiveness of Changes in an Advertising Campaign,a