A marketing manager wants to know if a "2 for 1" coupon will attract new customers. He will get the most persuasive results if he uses
A) a focus group to ask consumers if they like the idea.
B) an experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons) are compared.
C) personal interviewers to ask consumers how they will react.
D) a mail survey to ask consumers if they use coupons and why.
E) none of the above would allow the manager to determine if the coupon will help get new customers.

Question

Quizplus · Accepted Answer

Using an experimental method where some consumers receive the coupon and others do not allows for a comparison of purchase behavior between those who received the coupon and those who did not. This will provide the most reliable results to determine if the coupon is effective in attracting new customers. Choice A and C may provide feedback, but it may not necessarily reflect actual behavior. Choice D only asks about coupon usage and not necessarily its effectiveness in attracting new customers. Therefore, the best option is B.

A Marketing Manager Wants to Know If a "2 for 1