Design a Marketing Experiment
Introduction
This report aims to design a marketing experiment for electric bicycle by Venture
Auto Ltd. The campaign is advertising rally campaign highlighting the benefits of electric
bicycle in a heavy traffic city Dhaka, Bangladesh. With the increasing headache of traffic
jam in Dhaka city, electric bicycle can be a problem solver for that. The experiment will
be a before–after design experiment. Not going for full factorial, as it will be difficult to
quantify impact if several parameters are simultaneously changed.
Experiment Design
In this experiment, the independent variable is increased advertising in the form of
rally campaign. The dependent variable observed here is sales.
The experiment will be run in Dhaka, Bangladesh. The control market observed
will be Gazipur, Bangladesh. The test and control markets are so chosen that they
resemble closely in terms of population demographics and other city attributes. Dhaka
and Gazipur are similarly sized cities with a population of around 20,000,000.
