Mars, Inc, the Makers of M&M's Candy, Was Recently Running Television

Multiple Choice

Mars, Inc., the makers of M&M's candy, was recently running television ads featuring the colorful nature of its candy with the tagline, "Chocolate is better in color." What type of research is used to evaluate these commercials right now, that is, monitoring the way the campaign is unfolding and how the message is working?

A) development research
B) concurrent research
C) post-testing research
D) concept testing
E) inquiry test