Temple University wants to determine if its recent integrated marketing communications (IMC) campaign is effective from a strategic marketing perspective. Therefore, they measure attitudes toward Temple University before rolling out the new IMC campaign and then they measure attitudes toward Temple University after the campaign has been administered for 2 months.

1. What is the correct statistical test to use in this research scenario? Provide a brief explanation why you believe the statistical test you selected is the appropriate one.

Answer rating: 100% (QA)

In this research scenario the correct statistical test to use would be a paired ttest ... View the full answer