Read the attached case study and be sure to understand Figure 5-13.
The authors state, “When a marketing campaign
includes at least three of these groups, then you can measure
effectiveness about the campaign and message.” Do you agree with this
statement? If so, you should be able to eliminate a group, and using
the other three, duplicate the results of the case without it. For each
of the groups shown in Figure 5-13, describe how you could still measure
the effectiveness of the campaign and message without using the data
for this group and what additional information you gain if this group is
included. Each of the four descriptions should take no more than one
paragraph. Your job for this assignment is to complete the following.
- Read the case.
- Prepare a one paragraph summary for each of the four groups stating
what can be measured without using the data for the group and what
additional information is added by the group. - In an additional paragraph, state and support your opinion agreeing
or disagreeing with the authors’ statement that only three of the four
groups are needed to measure the effectiveness of the campaign and
message. - The paper must be completed with 12-point and Times New Roman font. Criteria:
- Write a one paragraph summary of what can be measured with and without the control group. Write a one paragraph summary of what can be measured with and without the target group. Write a one paragraph summary of what can be measured with and without the modeled holdout group. Write a one paragraph summary of what can be measured with and without the holdout group. Write a one paragraph summary of your opinion of the authors’ statement that only three of the four groups are needed. An example is attached for reference.
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