Estimating the Causal Effect of Marketing Strategies on Consumer Behavior
Instruction: Design an experiment to measure the causal impact of different marketing strategies on consumer purchasing decisions.
Context: This question tests the candidate's ability to apply experimental and quasi-experimental designs in a marketing context, aiming to isolate the effect of marketing interventions on consumer behavior.
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Define the eligible customer population and the strategies being compared. Use mutually exclusive randomized arms, such as control, email, advertising and discount, or a factorial design if combinations and interactions are the question. A single treatment/control comparison does not compare all strategies.
Prespecify a purchase outcome and horizon among all assigned eligible customers...