A new restаurаnt hаs been оpen fоr six mоnths and has yet to make a profit. Initial research from the restaurant indicates that only 19% of the customers in its target market were aware that the restaurant existed. The client asks the marketing researchers to study "How do we best increase awareness?" The researchers might investigate the effectiveness of two proposed social media campaigns at generating awareness. The research question therefore would be "Which of the two proposed social media campaigns is more effective at generating awareness." The "How do we best increase awareness?" would be an example of: