To Better Understand If an Ad Campaign for the Keurig

question 68

Multiple Choice

To better understand if an ad campaign for the Keurig coffeemaker was acceptable to consumers,the company sponsored _____ research.A test market was established in Portland,Oregon,where the new ads for the coffeemaker ran,and then sales in the area were compared to national sales where the ad did not run.The research showed sales increased in Portland,so the company moved forward with a national rollout of the new campaign.

• A) results-oriented
• B) experimental
• C) observational
• D) stimulus-response
• E) regional

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Definitions:

Cognitive Complexity

Refers to an individual's ability to process information, think about multiple dimensions of situations or concepts, and understand the intricacies and nuances.

REP Test

A projective test used to examine an individual's social perception and personal constructs through the explanation of interpersonal situations.

Empathic Ability

The capacity to understand and share the feelings of another person from their perspective.

Self-Characterization Sketch

A creative psychological tool where individuals describe themselves from a third-person perspective to uncover personal attributes and perspectives.