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Research Paper | Marketing | United States of America | Volume 7 Issue 9, September 2018 | Popularity: 5.5 / 10

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Difference-in-Differences in Action: Measuring Brand Marketing Campaign Impact Through Survey Responses

Saurabh Kumar

Abstract: This paper explores the application of the Difference-in-Differences (DiD) method to measure the impact of brand marketing campaigns using survey data. Focusing on survey responses collected before and after a marketing intervention, we evaluate the effectiveness of the campaign by comparing changes in consumer perceptions between a treatment group, exposed to the campaign, and a control group, which was not exposed. The study emphasizes the importance of the parallel trends assumption, ensuring that the pre-campaign trends in both groups are similar. We leverage advanced survey methodologies, including stratified sampling and weighting, to ensure data accuracy and representativeness. The analysis reveals significant shifts in brand perception among the treatment group post-campaign, validating the effectiveness of the marketing efforts. Furthermore, the paper discusses potential biases in survey responses and how they can be mitigated through careful survey design and implementation. The findings contribute to the growing body of literature on causal inference in marketing, demonstrating the utility of DiD in isolating the impact of marketing activities on consumer behavior. This research provides actionable insights for marketers seeking to evaluate and optimize the impact of their campaigns using survey-based metrics.

Keywords: difference-in-differences, brand marketing, survey data, causal inference, consumer behavior

Edition: Volume 7 Issue 9, September 2018

Pages: 1669 - 1673

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