Scenario 7-2
You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in about six months.There have been minor league franchises in the area in the past, but due to a lack of fan support they all have folded.The Runners' upper management is convinced that past failures were the result of improper marketing of the teams.Therefore, management has committed a substantial amount of money to developing smart, effective advertising.Management has put you in charge of an intensive one-year program to guide and track the advertising.
-(Scenario 7-2) Your team has determined the main benefit that must be communicated in the advertising-that going to the ballpark is an affordable way to bring families closer together.Several print ads are in near-finished format.You want to directly measure the immediate and spontaneous responses of consumers, as ideas and reactions pop into their heads while viewing the ads and shortly afterwards.In this case, a good technique to use is

Question

Quizplus · Accepted Answer

The best technique to use in this case would be thought listing, as it directly measures the immediate and spontaneous responses of consumers to the ads. Physiological measurement would not be appropriate as it measures physiological responses such as brain waves and heart rate, which may not directly relate to consumer reactions to the ads. Copy testing and attitude studies are useful, but they do not directly capture immediate and spontaneous responses to the ads.

Scenario 7-2 You Have Been Appointed Director of Research for the Rhode