Scenario 7-6
Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs.The line of cabinets is to be called "Signature Hardwoods" and a new magazine advertising campaign is being tested.Each of the ads that is being tested has a photograph of a woodworker handcrafting some part of the cabinet.In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made.
-(Scenario 7-6) A marketing manager at Wood Carver said in a manager's meeting, "We have to get quick feedback on the overall quality and usefulness of these new ideas.We'll just have to let the focus group make the final judgment on these ads." Which research method is he considering?

Question

Quizplus · Accepted Answer

The marketing manager is considering a concept test, which involves presenting new product or advertising concepts to a target audience to gather feedback and make improvements before launching the product or campaign. The use of a focus group to gather quick feedback aligns with the process of a concept test. A survey is a research method used to gather data from a larger population, while a direct response measure involves monitoring the behavior of individuals in response to an advertisement or marketing effort. A tracking study involves collecting continuous data about a particular trend or market over time. None of these methods align with the specific approach being considered in this scenario.

Scenario 7-6 Wood Carver Cabinet Makers Recently Developed a Line of Kitchen