What could the advertiser conclude?

An advertiser obtains a p-value of 0.20 after a matched pairs multi-cell experiment. The objective was to measure whether advertising strategy A generated more incremental business outcomes than advertising strategy B. The test had high statistical power probability, and the result was not a false negative.

What could the advertiser conclude?
A . No conclusion can be made because the p-value is above 0.05
B . The advertiser should allocate the same budget for strategy A and strategy B
C . The advertiser should place a greater share toward the strategy that had higher impact
D . The advertiser should place all budget in strategy A

View Answer

Answer: C