XYZ Market Research Is Testing How Customers React to a Proposed

question 1

Multiple Choice

XYZ Market Research is testing how customers react to a proposed advertising campaign for Go Fast Sports Cars.The researchers scan consumers' brains using an fMRI machine while the consumers view a series of advertisements so that they can monitor the blood flow in different areas of the brain.XYZ is using _______ to collect the data needed to solve the research problem.

• A)Mechanical observation
• B)Mechanical devices
• C)Behavioral measures
• D)Surveys
• E)Focus groups

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Definitions:

Circadian Rhythm

The internal biological clock that regulates the sleep-wake cycle, repeating roughly every 24 hours, influencing various physiological processes.

Seminal Fluid

A fluid that is secreted by the male reproductive organs and contains sperm cells, which are necessary for fertilization.

Prefrontal Cortex

The area of the cortex at the very front of the brain that specializes in anticipation, planning, and impulse control.

Cognitive Control

The mental ability to regulate and manipulate one's own cognitive processes, such as focusing attention, controlling impulses, and planning.