Which test would tell McDonald's marketing team that consumers formed a negative impression of a sandwich after seeing an ad?
A) a comprehension test
B) an attitude or opinion test
C) a recall test
D) a behavioral reaction test

Question

Quizplus · Accepted Answer

An attitude or opinion test would directly measure how consumers feel about the sandwich they saw advertised. A comprehension test would only assess if consumers understood the ad, while a recall test would measure if they remembered the ad. A behavioral reaction test would examine actual behaviors, but may not give insight into the underlying reasons for those behaviors (i.e. negative impression of sandwich).

Which Test Would Tell McDonald's Marketing Team That Consumers Formed