A Design to Measure the Effectiveness of a Test Commercial

question 103

Multiple Choice

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

Recognize the ethical considerations in research, including the avoidance of plagiarism.

Grasp the significance of proper documentation in research for credibility and future reference.

Distinguish between different statistical measures and their purposes in analyzing research data.

Understand the principles and applications of sampling in research.

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