Coca Cola would like to test the effectiveness of an online advertising campaign it is currently...

Coca Cola would like to test the effectiveness of an online advertising campaign it is currently running. Two random samples, each of 300 participants, were recruited for the study in Atlanta. One group was shown the advertisement. Then attitudes towards Coca Cola products were measured for respondents in both groups.

-Identify the IV(s) and DV(s) in the experiment

- What type of experimental design is used? (pre-experimental, true experimental, Quasi-experimental, statistical, etc)

- What are the potential threats to internal and external validity in the experiment?

Solutions

Expert Solution

-The coca cola wants to test the effectiveness of an online advertising campaign by measuring the responses (or attitude) of the customers towards coca cola products.

Dependent variable: Attitudes of customers

Independent variable: Seeing or not seeing the online advertising campaign

-True experimental design is applied on those research studies where the association of the form of cause and effect were studied between the variables. In this experiment, the subjects are randomly assigned to the groups and one of the group understudy receives treatment by the researcher.

It is a true experimental design as participants of both the groups are randomly selected and the treatment is randomly assign to one of the group; that is, one group was shown the advertisement. Also, researcher wants to measure the effectiveness of an online advertising campaign on coca cola products.

-The sample size (330 subjects) is low compared to the population of Atlanta and interaction between the explanatory or independent variables might be considered as the potential threat to internal validity of the experiment.

The results of this study cannot be generalised to other countries as the researcher studies the participants from Atlanta only, so it can be considered as the potential threat to external validity of the experiment.

orchestra answered 1 year ago

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