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) Tracking studies will be good tools for this campaign, since they follow the apparent effect of the advertising over time, and this type of follow-up is required throughout the first year of this baseball team's campaign.Tracking studies are almost always done in which format?

Question

Quizplus · Accepted Answer

Tracking studies are typically done through surveying, as they involve gathering data from a sample of respondents over a period of time to track changes in attitudes or behavior related to the advertising. Focus groups, projective tests, and readership tests may be useful in other types of research, but are not well-suited to tracking the effects of advertising over time.

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