Scenario 5

question 94

Multiple Choice

Scenario 5.1 Use the following to answer the question.
Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television.
The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide.
Refer to Scenario 5.1. Kashi's testing of the Crunchy Wheat promotion is an example of

• A) the collection of secondary data used in a descriptive study
• B) information feedback used in an exploratory study.
• C) the collection of secondary data used in an exploratory study.
• D) the collection of primary data used in a descriptive study.
• E) the defining and locating problems through an observational technique.

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Definitions:

Indentured Servants

Workers who agreed to work for a certain period of time in exchange for passage to the New World and eventual freedom.

Diversified Economy

A diversified economy is one with a variety of sectors, industries, and activities that contribute to its growth, reducing reliance on any single economic sector.

Spanish Friars

Religious men from Spain belonging to various Catholic orders who were active in missionary work, often playing significant roles in the colonization and cultural integration in the Americas and the Philippines.

Florida Panhandle

The northwestern part of the state of Florida, characterized by its unique panhandle shape.