Question

V-8, a brand of vegetable juice, wanted to determine if viewers understood the health benefit message the company was trying to convey in a new series of television commercials. V-8 conducted research in which consumers viewed a pilot television show in which an unreleased version of the V-8 ad appeared. Several other ads appeared during the 30-minute television program, and after viewing the show, participants were given a survey regarding their attitudes toward all of the ads they had seen. Five different groups saw the same program and ads, except the V-8 ad was different for each group. What type of research is this

Answer 1

Answer:

- Concept-testing.

Explanation:

'Concept-testing' is the kind of research that primarily intends to derive an idea from the selected audience through surveys before making the product available in the market. Such research assists to assess and evaluate the idea/concept that further helps in evaluating and deciding the attitude or reaction of the audience about the product.

As per the given description, the type of research exemplified here would be 'concept-testing' as the concept of 'V-8' brand is being tested(through the survey conducted by the appearance of unreleased version in a T.V. show) in order to 'determine whether the viewers perceived the health benefits of the product which the company intended to highlight' that helped in 'knowing the attitude of people'(towards the ads) prior to actually launching the product.