Juan Is a Marketing Professor Researching Consumer Decision-Making Processes

Multiple Choice

Juan is a marketing professor researching consumer decision-making processes.Specifically,he is examining if including a picture in a print advertisement is more effective than not including a picture in influencing readers' attitude toward the advertisement and brand advertised.He is not researching any specific brand,but rather he is interested in testing Dual Coding theory that predicts that pictures will have a more positive impact on attitudes.Juan is conducting _____ research.

A) secondary
B) basic
C) applied
D) complex
E) synergistic