Ethan is a marketing research executive for Coca Cola.Recent sales figures suggest that the sales for Coke have fallen drastically in Cincinnati,Iowa.The regional manager wants Ethan to conduct a market research in Cincinnati.Which of the following research should Ethan use?

Question

Quizplus · Accepted Answer

Ethan should use primary research, which involves collecting new data specifically for the purpose of the research question. In this case, Ethan needs to conduct research to find out why Coke sales have fallen in Cincinnati. Secondary research would involve analyzing existing data, which may not provide sufficient insights into the specific factors contributing to the decline in sales. Post-secondary research and closed research are not relevant in this context.

Ethan Is a Marketing Research Executive for Coca Cola