XYZ Marketing Research is testing how customers react to a proposed advertising campaign for Go Fast Sports Cars.They have consumers sit in an MRI machine and monitor which areas of the brain are activated as the participants watch a series of commercials and print ads.They are using _______ to collect the data needed to solve the research problem.

Question

Quizplus · Accepted Answer

The use of an MRI machine to monitor brain activity is a form of mechanical device used to collect data, making option B the correct answer. Mechanical observation (A) typically involves direct observation of behavior, which is not the case here. Behavioral measures (C) could include things like reaction time or response frequency, which are not relevant to the use of an MRI machine. Surveys (D) involve asking participants to self-report their opinions or behaviors, which is not necessary in this case. Focus groups (E) involve group discussions and interactions, which are also not relevant to the use of an MRI machine.

XYZ Marketing Research Is Testing How Customers React to a Proposed