Which of the following research methods should Tesco use to find out what U.S. consumers think of the Tesco brand name?
a. Conduct a telephone survey of a carefully selected sample of U.S. residents.
b. Interview a dozen or so experts in consumer psychology to see what they think about Tesco; they're likely to know much more about how consumers respond to brands than consumers themselves.
c. Put a brief survey on Tesco's website. Consumers visiting the site are obviously interested in the company, so they are well positioned to comment on it.
d. Conduct a thorough review of all U.S. magazine and newspaper articles published in the past 12 months, looking specifically for mentions of Tesco.