The main purpose of discovery-oriented marketing research is to:
A) decide what to do about a planned change.
B) find out what is happening and why.
C) try out a new product in a test market.
D) describe changes in the internal environment.
E) capture and evaluate a new idea.

Question

Quizplus · Accepted Answer

Discovery-oriented marketing research is primarily focused on finding out and understanding what is happening and why. It is often used to explore new opportunities, identify problems, and generate new ideas. The goal is to gain insights and understanding that can help guide decision-making and create more effective marketing strategies. The other options provided relate to different types of research and goals, but do not capture the main purpose of discovery-oriented research.

The Main Purpose of Discovery-Oriented Marketing Research Is To