Mike is professor who does research in consumer behavior. He is interested in finding out if women are more likely than men to listen to music jingles in advertising. What type of research will Mike most likely engage?
A) Focus group research
B) Applied research
C) Secondary data collection
D) Qualitative research
E) Basic research

Question

Quizplus · Accepted Answer

Mike is a professor who does research, which indicates that he is most likely engaged in basic research. He is interested in exploring a theoretical question related to consumer behavior, which would fall under the category of basic research. The other options such as focus group research, applied research, secondary data collection, and qualitative research are not relevant to Mike's research goal.

Mike Is Professor Who Does Research in Consumer Behavior