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) static group
B) pretest-posttest control group
C) one-group pretest-posttest
D) one-shot case study

Question

Quizplus · Accepted Answer

This is an example of a one-group pretest-posttest design, as there is only one group of respondents and they are measured before and after exposure to the test commercial. The change in attitudes towards the store (O2 - O1) is used to assess the effectiveness of the commercial. The other options do not accurately describe this design. A static group design would require a control group and is not used in this scenario. A pretest-posttest control group design would also require a control group, which is not present in this design. A one-shot case study only measures the intervention (in this case, the test commercial) after it has occurred, without any pre-intervention measurement.

A ________ Design to Measure the Effectiveness of a Test