Microsoft is interested in customers' perceptions of Windows 7, its new PC operating system. Since the research goal is rather specific, Microsoft should conduct its own _____ research by asking customers to complete an online questionnaire.
A) secondary
B) primary
C) qualitative
D) observation
E) experimental

Question

Quizplus · Accepted Answer

Primary research involves collecting data directly from the source, in this case customers, to answer specific research questions. Microsoft conducting their own research through an online questionnaire is an example of primary research.

Microsoft Is Interested in Customers' Perceptions of Windows 7, Its