In marketing experiments the difficulty always exists that variables not under the control of the marketing manager will often affect the results of any marketing activity. The use of control areas in marketing experiments will give an indication of the effect of these other, or exogenous, variables. The test is applied in only one area, but measurements are taken in two areas. The assumption then is that any difference between results in the control and experimental areas is due to the effect of the experiment. The problem remains that no baseline measurement is available.
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