Jennifer Burroughs is thinking about starting a firm in the upscale women's fashion industry. To get a full appreciation of the competitive nature of the industry, and how she might position her products, Jennifer has spent considerable time looking at industry-related publications, Hoover's Online, and ABI-Inform, which is a database that provides access to articles covering a wide-variety of business and industry related issues. Jennifer is conducting:
A) primary research
B) secondary research
C) action research
D) temporary research
E) purposeful research

Question

Quizplus · Accepted Answer

Jennifer is conducting secondary research because she is gathering information from published sources like industry-related publications, Hoover's Online, and ABI-Inform. Primary research involves collecting new data through methods like surveys or interviews, which Jennifer is not currently doing. Action research involves conducting research to improve a business or organization, which is not the aim of Jennifer's research. Temporary research and purposeful research are not commonly used research terms.

Jennifer Burroughs Is Thinking About Starting a Firm in the Upscale