Ford Motor Company has received several awards for their designs, quality, and integration of technology in automobiles. Today's automotive consumers are increasingly interested in purchasing vehicles, which are technology-enabled and offer the driver or passenger the ability to access his or her wireless provider's network, use Bluetooth technology to place calls, play music from his or her smart phone, and utilize GPS technology available on his or her smart device. Prior to offering these add-ons or features to their line of automobiles, Ford utilizes ______ research by assembling a small group of target market customers throughout the world to discuss their needs and how they might utilize new product enhancements. Managers from Ford are present to view the group discussions and observe the interactions among group members as well as the group's moderator.

Question

Quizplus · Accepted Answer

The scenario described involves assembling a small group of target market customers to discuss their needs and how they might utilize new product enhancements. This is characteristic of a focus group research method. The other options - conclusive, survey, and experimental - involve different research methods that are not suitable for this scenario.

Ford Motor Company Has Received Several Awards for Their Designs