Through marketing research, the Toronto Symphony Orchestra (TSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, which type of marketing research did TSO use?
A)historical
B)descriptive
C)predictive
D)objective

Question

Quizplus · Accepted Answer

The TSO used predictive marketing research in its second phase of research, as it was conducting research to determine the potential success of an integrated advertising campaign targeted at the younger market. Predictive research involves using data analysis and statistical models to forecast future trends and behavior.

Through Marketing Research, the Toronto Symphony Orchestra (TSO) Learned It