PEN MINI CASE: United Writing Utensils Is Preparing to Launch

Multiple Choice

PEN MINI CASE: United Writing Utensils is preparing to launch a new high-end pen in preparation for the college graduation season. Prior to launching its new product, United carries out research on different promotional ideas in an attempt to select an advertisement design that will optimize the pen's sales. United has pre-selected four advertising themes that it will test. In these tests, individuals are shown a series of print ads with one of the four test advertisements inserted randomly in the series. Test subjects are then asked to recall certain elements of the pen advertisement. By comparing data from different sets of test subjects shown different versions of the advertisement, United will be able to determine which of the four advertising themes most effectively communicates United's intended message about the quality and prestige of the new product.
-In the PEN MINI CASE, the study described is best characterized as a(n) ________.

A) consumer panel
B) qualitative study
C) secondary study
D) exploratory study
E) quantitative study