Snapple has developed a new beverage, and it wants to determine if it should begin to market it throughout the United States. The company used two separate studies for the advertising campaign:
¦ A focus group to identify the appropriate advertising message for the new beverage and
¦ A survey to assess the effectiveness of the advertising campaign for the new Snapple beverage. Which study was exploratory and which was conclusive? What other studies would you recommend Snapple undertake?