Question: A market researcher wants to compare the effect of two different advertisements for a company's laundry detergent on purchase intentions. The researcher gathers a representative

A market researcher wants to compare the effect of two different advertisements for a company's laundry detergent on purchase intentions. The researcher gathers a representative sample of the target market and randomly assigns half of the participants to watch a "soft and fluffy" advertisement. The other half watch an advertisement that focuses on the product's "germ killing" features. The researcher controls other variables that might influence purchase intentions. Purchase intention scores are compared between the two groups. What research design is this?

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