The discontinuous panel’s primary usefulness is that it represents a large group—people,
stores, or some other entity that is agreeable to providing marketing research information.
6. What type of panel is an omnibus panel?
Discontinuous panels are sometimes referred to as omnibus panels. (Omnibus means—
including or covering many things or classes.) They may be used for a variety of purposes,
and the information collected by a discontinuous panel varies from one panel measurement to
7. Explain why studies of the “if-then” variety are considered to be causal studies.
By definition, causality may be thought of as understanding a phenomenon in terms of
8. Define each of the following types of variables and give an example of each in an experiment
designed to determine the effects of an advertising campaign: independent, dependent,
extraneous, control group, experimental group.
Independent variables are those variables which the researcher has control over and wishes
to manipulate. Some independent variables include level of advertising expenditure, type of
advertising appeal (humor, prestige), display location, method of compensating salespeople,
price, and type of product. Dependent variables, on the other hand, are those variables that
Let’s suppose there are two competing themes for the advertising campaign: A and B.
Further, let’s assume that we can do a split viewing of the test themes, A, B, and none
(Control), each in a comparable small city (Experimental City A, Experimental City B, and
Control City C). The ad campaigns, A and B, are the independent variables, while the sales of
the brand in each city is the dependent variable. The after-before sales differences are the