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) one-shot case study
B) pretest-posttest control group
C) static group
D) one-group pretest-posttest
C
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Indicate whether the statement is true or false
Which medium is the fastest growing in history?
a. the Internet b. radio c. television d. telemarketing e. direct mail
Co-branding can be a win-win situation for both brands because it increases the promotional cost.
a. True b. False
Which step in the integrated strategic change process involves the organization’s vision and strategic choices about the amount of change that will be proposed in the new strategy?
a. Strategic analysis b. Strategy making c. Strategic change plan design d. Strategic change plan implementation