Walter pitched a few reporters on a news story idea, but they all declined to pursue it further. Based on their reaction, Walter decided to re-think his approach before he called any other reporters. What type of research did Walter conduct in this case?
A) Informal formative
B) Formal formative
C) Informal summative
D) Formal summative

Question

Quizplus · Accepted Answer

Walter conducted informal formative research by observing the reactions of the reporters to his pitch and deciding to adjust his approach based on their feedback. This type of research is informal because it is not structured or based on statistical analysis, and it is formative because it is used to improve or form a strategy before a full-scale effort is launched.

Walter Pitched a Few Reporters on a News Story Idea