Q3) what research design has this study adopted? What is Dependent, Independent and Moderating variable of the study?

a) In this research method “Lab Experiment” is adopted. Total 143 people were selected and they all are sitting in front of a desktop and were asked to play a preinstalled game consisting of 6 rounds. They were offered $7 for to show up and additional payment will be given which is on the basis of the performance in the game. There was break in between every round. In this break time, suddenly some ads used to come up on the screen which they were forced to see as there was no option to skip. It may affect their concentration and create annoyance which can negatively affect the product whose ad is coming at that moment and ultimately may reduce the willingness to pay for the product. The objective of the study to find out the answer that whether or not this interruptions pay off that means effect of interruptive ads on WTP of the customer.

b) By dependent variable we mean that variable which is the primary interest to the researchers. Here study wants to show the effect of the consumer’s WTP due to interruptive ads. So in this case “WTP” is the dependent variable.

By independent variable, we mean that variable that influences the dependent variable either in a positive or negative way.

Here the “WTP” can be influenced by the interruptive ads. So “Interruptive Ads” act as an independent variable

Moderating variable is a third variable that influences the dependent-independent variable relationship. Here the interruptive ads are used to come in the desktop. That is why presence of desktop acts as a third variable.