Eddie has been assigned a marketing research project to find out how customers feel about both his company and the company's competitors. He knows he needs to define the question and plan the research before doing anything before deciding on the specific research tools. At that point, which of the following tools would NOT be considered by Eddie?

Question

Quizplus · Accepted Answer

Experiments are typically used to test hypotheses in controlled settings rather than to gather insights on customer feelings about a company and its competitors. Observation, ethnography, and focus groups are more suited to understanding customer perceptions and experiences.

Eddie Has Been Assigned a Marketing Research Project to Find