Your company is in the final stages of deciding whether to launch a new product that you have been testing for the last six months. While the CEO of your company is very optimistic about the potential for the product, he is a skeptic by nature. He has asked you to conduct one last round of market research that will give him greater confidence in the product's prospects.
Which of the following types of marketing research should you conduct to satisfy the CEO's concerns?

Question

Quizplus · Accepted Answer

Conclusive research is designed to provide firm evidence either in support of or against a specific hypothesis. Since the CEO wants greater confidence in the product's prospects, this type of research would provide the most reliable data to support or refute his optimism. Descriptive research, focus group research, and exploratory research are all useful for gaining a better understanding of the market and consumer behavior, but they are not conclusive in nature. Secondary research involves using existing data, which may not be specific enough to address the CEO's concerns.

Your Company Is in the Final Stages of Deciding Whether