The publisher of a new needlecraft magazine has developed two possible designs for the magazine--one provides patterns and the other previews innovative new crafting projects. Two matched groups were gathered. One was shown a mockup with patterns; the other group was shown the issue that emphasized innovations. All other conditions were identical. When asked for their buying decisions, it is reasonable to assume that the differences between the percentage of people in each group who intended to subscribe to the magazine are based on their perception of the different focuses. This is an example of the _____ method of marketing research.

Question

Quizplus · Accepted Answer

This scenario describes an experimental method of marketing research, where two groups are exposed to different versions of a product (in this case, a magazine) under controlled conditions to observe their reactions or intentions (e.g., subscription intentions), allowing for a direct comparison of the impact of the product's focus on consumer behavior.

The Publisher of a New Needlecraft Magazine Has Developed Two