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Sources of selection bias for the two proposals

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The residential division of ABS Inc. high speed Internet service uses one advertising agency while its commercial division uses another. Two analysts, Judy and Yuna, are asked to test evaluate effectiveness of the two agencies. Judy proposes an H/C test that compares the click-through rates per ad for the two agencies. Yuna proposes a difference-in-difference test in which the budgets for both agencies are increased by 50% and the percent change in click-through rates are compared.

What might be the sources of selection bias for the two proposals?

Which is likely to be smaller?

Reference no: EM132482309

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