Chapter 06 – Account Planning and Research
76. (p. 162) Before Kraft introduced Philadelphia Single Size Cream Cheese Spreads, it test
marketed them in California markets to see if the amount of the serving was acceptable and to
determine the best pricing strategy to use with the new product. This was an example of
_____ research.
77. (p. 162) Which of the following statements about the experimental method of data collection
is true?
