Scenario 7-2
You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in six months. There have been minor league franchises in the area in the past, but due to a lack of fan support, they all have folded. The Runners' upper management is convinced that past failures were the result of improper marketing. Therefore, management has committed a substantial amount of money to developing smart, effective advertising. Management has put you in charge of an intensive one-year program to guide and track the advertising.
-(Scenario 7-2)Your team has determined the main appeal that must be communicated in the advertising-that going to the ballpark is an affordable way to bring families closer together.Several print ads are in near-finished format.You want to directly measure the immediate and spontaneous responses of consumers,as ideas and reactions pop into their heads while viewing the ads and shortly afterwards.In this case,a good technique to use is:

Question

Quizplus · Accepted Answer

Thought listing is a technique used to capture immediate and spontaneous responses to an ad or stimulus. It involves asking participants to write down their thoughts and reactions as they come to mind while viewing the ads or shortly afterward. This would be the most direct way of measuring the immediate and spontaneous responses of consumers to the nearly finished print ads. Physiological measurement involves measuring physiological responses such as heart rate or skin conductance, and attitude study involves capturing consumers' overall attitudes and opinions about the ads, neither of which would be as effective as thought listing in this specific case. Copy testing is a technique used to evaluate the overall effectiveness of an ad, which is not the main objective in this scenario.

Scenario 7-2 You Have Been Appointed Director of Research for the Rhode