In which of the following situations would a marketing researcher be most likely to use executive interviews?
A) a manufacturer of extruded plastic wants to determine where there are other markets for its products
B) a manufacturer of frozen dinners wants to research the eating habits of its target market
C) the producers of children's programming on public television want to learn more about the viewing habits of an audience composed of 5-12 year-old males
D) a shampoo manufacturer wants to test which smells consumers perceive as relaxing and exhilarating
E) an aluminum can manufacturer wants to research how people are disposing of cans

Question

Quizplus · Accepted Answer

Executive interviews are most useful when the researcher wants to learn from the experiences and insights of senior level personnel within an industry. In this case, the manufacturer of extruded plastic needs to determine where there are other suitable markets for its products. The choice of executives to interview will depend on the research objectives and the company's market focus.

In Which of the Following Situations Would a Marketing Researcher