Mika is the marketing research manager for a company that sells skis and other sporting equipment.His company currently has a profitable brand and a good share of the traditional ski market,but would like to enter the "extreme" category of winter sports.Mika needs to obtain information about consumer attitudes of the company's current products as well as attitudes of potential customers in the "extreme" consumer market.He does not have constraints on time,but he does have a modest budget for research.Mika should probably use _____ to obtain the data about the company's current products,and _____ to obtain information about the extreme consumers' attitudes.

Question

Quizplus · Accepted Answer

Online surveys are cost-effective for gathering data on current products, while focus groups provide in-depth insights into the attitudes of potential extreme sports consumers.

Mika Is the Marketing Research Manager for a Company That