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 the above

Question

Quizplus · Accepted Answer

The marketing research firm is implementing different changes in different cities and observing the impact on purchasing propensities. This suggests a causal study design, as the firm is seeking to establish a cause-and-effect relationship between the changes in the advertising campaign and changes in consumer behavior. The other study designs listed (exploratory, observational, descriptive) do not involve testing causal relationships.

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