Molly wants to determine the effectiveness of a new direct-response mailing that Innovative Insurance sent to prospective customers.Which of the following tools would Molly most likely use?
A) inquiry test
B) scanner research
C) recognition testing
D) single-source research
E) test marketing

Question

Quizplus · Accepted Answer

Molly would most likely use an inquiry test, which measures the number of responses generated by the direct-mail piece. This helps determine the effectiveness of the mailing in terms of generating interest and leads.

Molly Wants to Determine the Effectiveness of a New Direct-Response