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 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 is a research method used to gather feedback on new product or advertising ideas before they are launched. In this case, the focus group would provide their judgement on the effectiveness of the magazine ads for the new "Signature Hardwoods" line of kitchen cabinets. A survey, direct response measure, or tracking study would not provide the same level of specific feedback on the new advertising campaign.

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