Starks Inc.,a fast food chain in Los Angeles,is planning to open a joint in Mexico City.Prior to opening the joint,they have decided to conduct market research to assess and understand the market.The process will involve recruiting representatives in the city who will ask consumers a set of structured questions in person.Which of the following research methods is Starks Inc.using?
A) Experimental research
B) Archival research
C) Survey research
D) Observational research

Question

Starks Inc.,a fast food chain in Los Angeles,is planning to open a joint in Mexico City.Prior to opening the joint,they have decided to conduct market research to assess and understand the market.The process will involve recruiting representatives in the city who will ask consumers a set of structured questions in person.Which of the following research methods is Starks Inc.using?
A) Experimental research
B) Archival research
C) Survey research
D) Observational research

Quizplus · Accepted Answer

Survey research involves the collection of data by means of a questionnaire either by mail, phone or in person. Personal surveys involving structured questions are useful but expensive.