Ex post facto aftertheevent measurement

This approach can hardly be called an experimental design since it involves the measurement of a situation only after a decision has been made and implemented. For example, awareness might be measured using omnibus survey questions following an advertising campaign. The difficulty with this approach is that although the level of awareness at the end of the campaign is known, the prior level of awareness is not known, and therefore the results of the advertising campaign cannot be assessed. This is not the case when some new activity has been undertaken and an 'after-the-event' measure of awareness is, in itself, indicative of the results of the action. A measure of the awareness of the product name after its launch will evaluate the success of the product in penetrating the market consciousness. It will not indicate what aspect of the marketing plan has been successful in doing this, for example, whether it was through the advertising or distribution or sales activity.

Online Survey Champion

Online Survey Champion

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