Instruction: Outline a causal study design, including how you would quantify brand awareness and control for confounders.
Context: Candidates should demonstrate their ability to design a study that accurately measures the effect of social media advertising, considering potential confounders.
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Clarifying the Question and Forming Assumptions
First, it's critical to clarify our objective: to measure the causal impact of social media advertising on brand awareness. We assume that "brand awareness" refers to the extent to which consumers are familiar with the qualities or image of a particular brand of goods or services. To quantify this, we can use metrics like brand recall, search volume for the brand, and social media mentions....
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