Question

Gowan has been hired by Bailey's Automotive to assess whether the company should air television commercials in the local market. He is planning a study of the relationship between local television commercials and the sales of new vehicles. What is the best way for Gowan to establish a research objective that will address his research problem?

-Understand the psychology of adults who watch television in this market.
-Determine how consumers are influenced by the media they watch.
-Determine how often television commercials result in purchases of new vehicles.
-Determine the process through which television commercials convince viewers to make purchases.
-Understand what makes an effective television commercial.

Answer 1

The correct answer is option 3. Gowan's research objective should be to determine how often television commercials result in purchases of new vehicles, focusing on measuring the direct impact of adverts on sales and using viewer data to inform his research process.

Step-by-step explanation:

The best way for Gowan to establish a research objective to assess whether Bailey's Automotive should air television commercials in the local market is to determine how often television commercials result in purchases of new vehicles. This objective focuses specifically on measuring the impact of TV adverts on sales, which is the core concern of the company. Gowan should employ methods such as tracking sales data in correlation with the timing of televised advertisements, conducting market surveys to understand consumer behavior in response to ads, and analyzing the content of successful commercials to see how they influence purchase decisions.

It is important for Gowan to draw on relevant information about how television advertising can target market demographics effectively and use associative learning principles to create desire for products. Understanding the psychological impact of advertising, as well as the specific content that makes an effective commercial, are underlying factors that can guide the research. However, these are supplementary to the main objective of measuring the direct relationship between TV commercials and vehicle sales.

Given the extent of television usage and the targeted nature of advertisements, leveraging the sophisticated viewer data from networks can significantly inform Gowan's research process. By focusing on sales data, Gowan can provide Bailey's Automotive with concrete evidence of the effectiveness of television advertising, enabling them to make an informed decision about their marketing strategy.

Answer 2

The best research objective for Gowan to assess the impact of local television commercials on new vehicle sales is to determine how often these advertisements lead to actual purchases. This objective is measurably relevant to the interests of Bailey's Automotive and can be examined through data tracking and market surveys, incorporating knowledge of associative learning and the attention economy.

Step-by-step explanation:

The student's question pertains to determining the optimal research objective to evaluate the efficacy of local television commercials on the sales of new vehicles. To best address Gowan's research problem, the most effective research objective would be to determine how often television commercials result in purchases of new vehicles. This objective is directly tied to the company's interests and can provide measurable data to assess the impact of television advertising on sales.

Using strategies such as tracking sales data during and after the broadcast of television commercials, correlating that data with the timing and content of advertisements, and conducting market surveys can help understand the direct relationship between television advertisements and consumer purchasing decisions. Additionally, considering advertising and associative learning, as well as the attention economy, can enhance insights on how advertising methods like associating products with attractive models or maximizing brand exposure across various media platforms impact consumer behavior.