Social Media Advertising Research & Evidence-Based Practice 3

Question 1

Which type of validity ensures that a social ad effectiveness survey actually measures what it claims to measure?

Accepted Answer

Construct validity

Answer

Construct validity confirms that a measurement tool accurately reflects the theoretical concept it is designed to assess.

Question 2

A brand wants to test whether red or blue CTA buttons drive more conversions. What is the minimum recommended test duration?

Accepted Answer

At least one full business cycle (typically 1–2 weeks)

Answer

Running a test for at least one full business cycle accounts for day-of-week variation and prevents premature conclusions.

Question 3

What is the purpose of a holdout group in social media advertising experiments?

Accepted Answer

To serve as an unexposed control group for measuring true lift

Answer

A holdout group sees no ads, allowing researchers to isolate and measure the true incremental impact of the campaign.

Question 4

Which research design is best suited to establishing a causal relationship between ad exposure and purchase behavior?

Accepted Answer

Randomized controlled experiment

Answer

Randomized controlled experiments randomly assign participants to conditions, allowing true causal inference.

Question 5

An advertiser notices that ad performance spikes every Friday. This pattern is an example of what data characteristic?

Accepted Answer

Seasonality or cyclical trend

Answer

Recurring performance patterns tied to specific time periods are classified as seasonality or cyclical trends.

Social Media Advertising Practice Test