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

Question

Quizplus · Accepted Answer

Kashi's testing of the Crunchy Wheat promotion involved collecting primary data, as they were directly testing the effectiveness of a new advertising promotion. This data was collected through the use of UPC scanners and special cards at participating grocery stores, and through sending trial commercials to participants' homes through cable television. The purpose of this data collection was to evaluate the success of the promotion, making it a descriptive study rather than exploratory.