Answer to Question #136804 in Marketing for Christina

Question

You have made arrangements with a magazine publisher who has given you telephone numbers of a random sample of its subscribers. You can send some of these people a copy of the magazine with the new advertisement in it and send others copies which are same in every other way but without the advertisement. Awareness will be measured using telephone interviews. In the present case, which of the following two designs will give you a more accurate result: (1) before-after with control group design, or (2) after-only with control group design? Clearly state why you say so, taking into consideration the specific nature of the task here. If you think both methods would give you equivalent results, clearly say so. (Ignore costs of administering the two designs.)

Answer 1

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