Hershey Corporation wants to add additional chocolate kisses to each bag of its popular candy while keeping the current price constant. Hershey wonders if the additional candies would cause sales to increase enough to offset the higher costs. What type of primary data research should the company use to answer this question.
A) Conduct focus group interviews in a laboratory setting.
B) Use telephone interviews with current and potential customers.
C) Use observation research.
D) Use experimental research.
E) Use mail surveys with current customers.

Question

Quizplus · Accepted Answer

Experimental research would allow Hershey to test the effect of adding more candies on sales by manipulating the number of candies in a controlled setting and observing the impact on consumer purchasing behavior.

Hershey Corporation Wants to Add Additional Chocolate Kisses to Each