Volkswagen developed an 18-month-long project to gain a better understanding of the North American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Which type of role was Moonraker intended to play in Volkswagen's marketing research?

Question

Quizplus · Accepted Answer

Moonraker was intended to play a descriptive role in Volkswagen's marketing research by gaining a better understanding of the North American culture to develop cars that would be more appealing to this market. This involves describing characteristics of the market or explaining phenomena, rather than diagnosing problems, predicting future trends, or demonstrating concepts.

Volkswagen Developed an 18-Month-Long Project to Gain a Better Understanding