A Design to Measure the Effectiveness of a Test Commercial

question 97

Multiple Choice

A design to measure the effectiveness of a test commercial for Sears would be implemented as follows. Two groups of respondents would be recruited on the basis of convenience. Only the experimental group would be exposed to the TV program containing the test (Sears) commercial. Then attitudes toward the department store of both the experimental and control group respondents would be measured. The effectiveness of the test commercial is measured as O₁ - O₂.

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

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Definitions:

Hypothesis

A proposed explanation for a phenomenon, serving as a starting point for further investigation.

Accuracy

The degree to which a measurement, calculation, or specification conforms to the correct value or a standard.

Politic

Strategies and activities associated with governance, decision-making within groups or organizations, or the exercise of authority and influence.

Aphasia

A condition characterized by the loss of the ability to understand or express speech, caused by brain damage.