7. Australian beverage manufacturer Nudie has developed Wonder Winnie and wants to gauge customers response to its

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7. Australian beverage manufacturer Nudie has developed Wonder Winnie and wants to gauge customers’ response to its introduction. The company used two separate studies to help develop the advertising campaign:

(a) a focus group to identify the appropriate advertising message for the new beverage;

(b) a survey to assess the effectiveness of the advertising campaign for the new beverage.

Which study was qualitative and which was quantitative? What other studies would you recommend Nudie undertake?

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Shameen Tahir

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