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A new energy beverage brand needs to measure its upcoming digital campaign using experimental design. The campaign will run through an ad network that specializes in delivering ads to the most suitable audiences according to the message that is being communicated.
When approaching a measurement partner, it learns that their suggested methodology has the following characteristics:
• Splits the intended audiences into two groups: A and B
• Group A will be shown the brand's advertising
• Group B will be shown a public service announcement instead of the brand's ad
• A survey with at least 500 respondents per group will then be conducted focusing on brand favorability
• The scores will be compared between both groups
What should the brand manager expect from this experimental setup?
- A . Outcome accuracy will be negatively affected due to the amount of survey responses
B. Outcomes will be biased due to low baseline awareness
C. Outcome accuracy will depend on the type of public service announcement used
D. Outcomes will be biased because audiences in both groups are likely to be different
Suggested Answer: B
Posted : 28/11/2022 10:07 am