Scenario 7-4
You are the director of advertising research at a large Minneapolis ad agency.Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders.To make matters worse, one of the group heads is on vacation and another is out sick.Of course, your clients still expect their research to be done in a timely, professional manner.Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project.As a result, your entire day has been filled with questions.
-(Scenario 7-4) An assistant is working with a company that heard about using UPC data from packages to generate information on how households turn information from advertising into actual purchases.She's never heard of it.What type of research is this?

Question

Quizplus · Accepted Answer

The type of research described in the scenario is single-source tracking, which involves tracking purchases and media exposure at the individual level. The use of UPC data from packages to generate information on how households turn information from advertising into actual purchases is an example of single-source tracking research.

Scenario 7-4 You Are the Director of Advertising Research at a Large