The test is realistic and generalizable.
28. 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.
Virtually any true experimental design is possible with the SplitScreen system, but the
most powerful ones would be before-after with control group or after-only design.
All internal validity problems are under control assuming that groups are equivalent,
drop-outs are replaced, commercials are seen at the same time, stores maintain
constant, etc. The external validity may concern some students who will point out the
29. A tire store chain is concerned that women have concerns about bringing their car to
tire stores which are typically dominated by men—employees and customers. What
type of research would you conduct to determine if this concern is prevalent among
female drivers and what techniques the chain may adopt that would alleviate some of
This is a sensitive topic because it concerns subtle or deep fears on the part of female
customers who are threatened by the male-dominated situation. So, a projective
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