Which of the following data collection modes would be more appropriate for research on a product requiring demonstration that is targeted to the business-to-business market as opposed to the consumer market?
A) CATI
B) business-to-business survey
C) in-office interview
D) drop-off survey
E) channel survey

Question

Quizplus · Accepted Answer

In-office interviews would be more appropriate for research on a product targeted to the business-to-business market because B2B purchases involve complex decision-making processes and require a deeper understanding of the business needs and challenges of the target audience. In-office interviews would allow the researcher to directly interact with the decision-makers and understand their thoughts and behaviors in detail. Other modes such as CATI or drop-off surveys may not be as effective as they do not offer the richness and depth of data that can be obtained through face-to-face interactions. Business-to-business surveys and channel surveys are also viable options, but in-office interviews have an advantage as they can provide deeper insights into the decision-making process specific to the product being researched.

Which of the Following Data Collection Modes Would Be More