Basic Marketing Research with Excel 3rd Edition by Alvin Burns,Ronald Bush

Exercise 30

SplitScreen is a marketing research company that tests television advertisements. SplitScreen has an agreement with a cable television company in a medium-size city in Iowa. The cable company can send up to four different television ads simultaneously to different households. SplitScreen also has agreements with the three largest grocery store chains, which will provide scanner data to SplitScreen. About 25% of the residents have SplitScreen scan cards that are scanned when items are bought at the grocery store and that allow SplitScreen to identify who bought which grocery products. For allowing SplitScreen access to their television hookups and their grocery-purchase information, residents receive bonus points that can be used to buy products in a special points catalog. Identify and diagram the true experimental design possible using the SplitScreen system. Assess the internal and external validity of SplitScreen's system.