Conner Brandshaw is investigating the feasibility of a new type of electronic game targeting middle school and high school-age boys. Which of the following is an example of "gumshoe research" that Conner could conduct to get a sense of the likely demand for his game?
A) Download electronic games industry reports from the Internet.
B) Administer a buying intentions survey.
C) Administer a concept test.
D) Look at the Web sites of a number of companies that sell electronic games.
E) Spend several days in electronic games arcades and stores to observe the types of games that attract the interest of middle school age and high school age boys.

Question

Quizplus · Accepted Answer

Spending several days in electronic games arcades and stores to observe the types of games that attract the interest of middle school age and high school age boys is an example of gumshoe research, as it involves getting out of the office and conducting hands-on, firsthand research by observing the target market in action. This type of research can provide valuable insights into what types of games are popular, which features are important, and what gaps or opportunities might exist in the market. The other options listed are also types of market research, but they do not necessarily involve the same level of direct observation and interaction with the target market that gumshoe research does.

Conner Brandshaw Is Investigating the Feasibility of a New Type