To Test the Effectiveness of Changes in an Advertising Campaign,a

Multiple Choice

To test the effectiveness of changes in an advertising campaign,a marketing research firm decides to implement certain changes in Atlanta,other changes in Dallas,and no change to the ad campaign in Denver.With regard to the products in question,the purchasing propensities in the three cities are equal.What type of research design is the marketing research firm invoking?

A) exploratory study design
B) observational study design
C) descriptive study design
D) causal study design
E) all of these