Informal gathering of background information to gain an awareness of marketplace conditions often requires:
A) exploratory research.
B) descriptive research.
C) causal research.
D) market testing.

Question

Quizplus · Accepted Answer

Exploratory research is designed to gather preliminary information to help define problems and suggest hypotheses. It is used when the marketer has only a vague idea about the problem or opportunity and needs additional information before making specific recommendations or business decisions. An informal gathering of background information to gain an awareness of marketplace conditions would fall under exploratory research as it is focused on gaining a broad understanding of the market environment. Descriptive research is used to describe characteristics of a population or phenomenon being studied, while causal research is used to identify cause-and-effect relationships. Market testing involves testing actual products in a market setting to determine their viability. None of these research methods are appropriate for an informal gathering of background information.

Informal Gathering of Background Information to Gain an Awareness of Marketplace