The Primary Metric Used in On-Air Testing Method of Pretesting

question 39

Multiple Choice

The primary metric used in on-air testing method of pretesting finished broadcast ads is:

• A)focus group results.
• B)portfolio analysis.
• C)recall.
• D)reaction.
• E)jury results.

---

Definitions:

Hindsight Bias

The tendency to believe, after an event has occurred, that one would have predicted or expected the outcome, also known as the "knew-it-all-along" effect.

Confounding Variable

An external factor in a research study that correlates with both the dependent and independent variables, potentially skewing results.

Alcoholic Beverage

A drink that contains ethanol, commonly known as alcohol, which is a psychoactive substance.

Control Group

In experimental research, the group that does not receive the treatment or intervention being tested, serving as a baseline for comparison.