What primary research method could Jamal use to test his ad campaign on consumers?

Choosing to show clips of the marketing campaign in malls and observe reactions is a robust method for primary research as it allows Jamal to gather real-time, direct feedback from consumers in a natural setting. This approach provides immediate insights into how potential customers react to the advertisements, including their emotional responses and engagement levels. Observing reactions in a lively environment also enables the researcher to see genuine, spontaneous responses, which can be more telling than answers given in a more structured format, such as surveys or interviews.

This method effectively bridges the gap between theory and practice, as Jamal can gauge not only how much people like the campaign but also how it might influence their purchasing decisions. In addition, the mall setting often results in a diverse cross-section of consumers, which offers a broader perspective compared to more controlled environments.

Other options, while valid research methods, may not capture the same immediacy and authenticity of consumer reactions as direct observation does. Surveys can provide quantitative data, but they might miss nuances in consumer behavior that can be better captured visually. Focus groups and expert interviews can offer in-depth insights but lack the spontaneous feedback from actual consumers engaging with the material in real-life settings. Thus, observing reactions in malls stands out as a highly effective primary research method for