Which type of evaluative research involves arranging to have test commercials delivered to a select group of households within a market,and then comparing the purchase behavior of the select group to that of a control group of households?
A)scanner research
B)persuasion tests
C)likability tests
D)inquiry tests
E)single-source research

Question

Quizplus · Accepted Answer

Single-source research involves tracking the exposure of a select group of households to advertisements (such as test commercials) and then comparing their purchasing behavior to that of a control group. This method allows researchers to directly link advertising exposure to purchasing actions.

Which Type of Evaluative Research Involves Arranging to Have Test