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Interrupted time-series design Definition

Research in which the treatment interrupts ongoing repeated measurements.

Interrupted time-series design is a quasi-experimental research method that analyzes data collected at multiple time points before and after an intervention or event to assess its impact. It is used to identify shifts in trends or behavior resulting from a specific change.

What are the key aspects of interrupted time-series design in marketing research?

• Involves repeated measurements over time.
• Identifies patterns, trends and shifts.
• Measures impact of a defined “interruption” (e.g., campaign launch, policy change).
• Requires a stable baseline period.
• May include control groups for stronger validity.

Why is interrupted time-series design important in market research?

It allows researchers to evaluate the real-world effects of marketing actions or external events while accounting for pre-existing trends. This design strengthens causal inferences when randomized experiments are not feasible.

Who relies on interrupted time-series design in marketing research?

• Brand managers.
• Advertising effectiveness researchers.
• Econometricians and analysts.
• Policy and public health researchers.
• Data scientists in longitudinal studies.

How do market researchers use interrupted time-series design?

Researchers use it to analyze the effect of media campaigns, pricing changes, product launches or regulatory shifts by comparing trends before and after the event. The design helps isolate the impact of the intervention from ongoing patterns.