Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 10

A medium-sized manufacturer of high-speed copiers and duplicators was introducing a new desktop model. The vice president of communications had to decide between two advertising programs for this product. He preferred advertising program Gamma and was sure it would generate more sales than its counterpart, advertising program Beta. The next day, he was to meet with the senior vice president of marketing to plan an appropriate research design for a study that would aid in the final decision as to which advertising program to implement.
What research design would you recommend Justify your choice.