Marketing 4th Edition by Dhruv Grewal,Michael Levy

Exercise 7

PomWonderful has developed a coffee-flavored pomegranate beverage, and it wants to determine if it should begin to market it throughout the United States. The company used two separate studies for the advertising campaign:
• A focus group to identify the appropriate advertising message for the new beverage.
• A survey to assess the effectiveness of the advertising campaign for the new PomWonderful beverage.
Which study was exploratory and which was conclusive What other studies would you recommend PomWonderful undertake