Read the study description below & answer the questions.
Jeffrey When, a marketing executive at Proctor and Johnson, wants to know if a recently produced commercial for “Sparties” diapers is effective enough to be used for an upcoming national “Advertising Heavy-Up” campaign where the number of commercial spots will be increased to 3 times the usual amount. He chooses 2 markets that are equal in annual ad spend (Salt Lake City, UT and Boston, MA). The new “Sparties” ad is shown in both markets, with Salt Lake City getting 3 times the number of airings as Boston. For 3 months, the number of diapers purchased per household was tracked. The number of Sparties diapers purchased per househould was found to be much higher in Salt Lake City (2.3 per household) than in Boston (1.2 per household).
1. Identify the I.V. (Independent variable) , D.V. (Dependent Variable), test group and control group.
2. Identify a design weakness in the study and tell how the study could be re-designed to remove that problem.
2. Identify a design weakness in the study and tell how the study could be re-designed to remove that problem.
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