Hershey wants to know why sales of its new dark chocolate product is soaring in one country but not in another. After extensive research, Hershey believes the answer lies in demographic and cultural differences among the populations. It conducts in-depth research that asks consumers in each country about their ages, occupations, eating habits, as well as how often they purchase its chocolate bars. It uses statistical analysis and predictive tools to come up with strong conclusions. Although Hershey is fairly certain about its research, it realizes that it is still limited in providing evidence to definitively link demographic and cultural differences to being the cause of why sales differ so significantly among the two countries. Hershey has most likely conducted _________________ research.

Question

Quizplus · Accepted Answer

Hershey has conducted descriptive research, which involves gathering and analyzing data to describe a situation or phenomenon. The research includes collecting information about consumers' age, occupation, eating habits, and purchasing behavior, which provides a picture of the target market, their characteristics, and their preferences. The research does not involve manipulating any variables or testing any hypothesis, which are the features of experimental research. Exploratory research involves collecting preliminary information to generate hypotheses or gain insight into a problem or opportunity. Focus group research involves gathering data from a group of people who discuss their opinions and experiences. Observational research involves observing and recording people's behavior in natural settings.

Hershey Wants to Know Why Sales of Its New Dark