A producer of a new energy drink wants to find out if it is cost effective to license the Gold’s Gym logo to display on its packaging. Two test packages for the product were developed: One package with the Gold’s logo; the other does not. A sample of consumers (representing the firm's target market) is invited to select an energy drink from a display containing package without the logo along with packages for several competing brands of energy drink. A second sample of consumers is asked to select an energy drink from a display that contains the same competing brands and the package that has the Gold’s Gym logo. This is an example of research using: