To better understand if an ad campaign for the Keurig coffeemaker was acceptable to consumers,the company sponsored _____ research.A test market was established in Portland,Oregon,where the new ads for the coffeemaker ran,and then sales in the area were compared to national sales where the ad did not run.The research showed sales increased in Portland,so the company moved forward with a national rollout of the new campaign.
A) results-oriented
B) experimental
C) observational
D) stimulus-response
E) regional

Question

Quizplus · Accepted Answer

Experimental research involves manipulating one variable to determine if changes in one variable cause changes in another variable. This approach was used in the Keurig coffeemaker ad campaign by testing the new ads in a specific market (Portland) and observing the effect on sales, compared to markets where the ad did not run.

To Better Understand If an Ad Campaign for the Keurig