NextWave Video created a new high-definition projector. It creates an advertising campaign highlighting the improved clarity and brightness offered by the projector. Prior to starting the campaign, it shows the commercials to a test audience and monitors their brainwaves to verify a positive response. This can be best described as ________, a form of ________ data.

Question

Quizplus · Accepted Answer

Neuromarketing is the correct term because it involves studying consumers' sensorimotor, cognitive, and affective response to marketing stimuli, in this case, using brainwave monitoring. This is considered primary data because it is data collected firsthand for the specific research purpose at hand.

NextWave Video Created a New High-Definition Projector