After working for a plumbing contractor for many years, Ken decided to go out on his own by establishing his own plumbing business. Ken's first six months of operation have been disappointing. He has decided to undertake some market research to shed light on the nature of the problem. Which type of research does he need to do?

Question

Quizplus · Accepted Answer

Ken needs to undertake exploratory research to gain an understanding of the problem and potential solutions. Exploratory research is used to discover ideas and insights and is often conducted when little is known about a problem or phenomenon. This type of research can help Ken identify potential factors contributing to his business's disappointing performance and generate ideas for improving it.

After Working for a Plumbing Contractor for Many Years, Ken