Burpease has developed a new oral medication to relieve upset stomach symptoms. Their test market was run during August and September in New York.
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If you’re implementing a before-after experiment, which of the following would you do last?
Calculate sales lift, adjusting for any differences between the test and control group.
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Which of the following factors is required to establish causality?
There is no other factor that could be the cause of the increase in sales.
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Why is it challenging to evaluate marketing options ?
It’s easy to think marketing and sales are casual , When they may in fact be correlated.