Ayesha wants to explore the effect of a social media campaign on brand awareness. Which data source should she approach with caution due to potential issues of incomplete data or small sample size?

Question

Sales data collected from retail stores during the duration of the social media campaign.

A research paper presenting results from a survey of 1000 consumers who engaged with the campaign.

Ayesha wants to explore the effect of a social media campaign on brand awareness. Which data source should she approach with caution due to potential issues of incomplete data or small sample size?

Interview with the social media manager who ran the campaign and observed interactions with the brand.

Answer 1

Sales data collected from retail stores during the duration of the social media campaign.

While sales data can be a valuable source of information for assessing the impact of a social media campaign on brand awareness, it may not provide a complete picture. This data source should be approached with caution because it could potentially have incomplete data or a small sample size. Retail store sales data may not capture the full extent of the campaign's influence on brand awareness, as it is focused primarily on measuring actual purchases rather than overall brand perception or recognition. Additionally, the sample size may be limited to only those customers who made a purchase, which may not be representative of the broader target audience. Therefore, relying solely on sales data may not provide a comprehensive understanding of the campaign's effect on brand awareness.