Recall that 50 consumers were randomly selected from all consumers in a designated market area to participate in the study. The researchers randomly assigned 25 consumers to read a within-store price promotion advertisement ("was $100, now $80") and 25 consumers to read a between-store price promotion ("$100 there, $80 here"). The consumers then gave their opinion on the value of the discount offer on a l0-point scale (where 1 = lowest value and 10 = highest value). The goal was to compare the average discount values of the two groups of consumers.
a. What is the response variable for this study?
b. What are the treatments for this study?
c. What is the experimental unit for this study?
For Information: Refer to the Journal of Consumer Research study of whether between-store comparisons result in greater perceptions of value by consumers than within-store comparisons, Example 1.9.