A marketing executive for a company that manufacturers mobile telephones wonders if a new line of phones in bright colors like tangerine and shocking pink will attract current nonusers of her products and cause them to become users.To research this problem,she should:
A) conduct a focus group and ask users and nonusers what they think about each of the new colors
B) conduct in-store personal interviews to ask potential buyers how they will respond to the new colors
C) perform observation research to see who buys the products with the new colors
D) conduct an experiment that exposes some nonusers to the old product and others to the new product colors,and measure the difference in responses between the two groups
E) ask the sales force to interview each of their clients to see what their responses to the new colors are

Question

Quizplus · Accepted Answer

Conducting an experiment that exposes some nonusers to the old product and others to the new product colors would allow for a direct comparison of the response to the new colors compared to the old product. This would provide the most accurate information on whether or not the new colors would attract current nonusers and cause them to become users. The other options are also viable methods of research, but none of them provide as clear and direct information as an experiment would.

A Marketing Executive for a Company That Manufacturers Mobile Telephones