Scenario 5-5
According to marketing research conducted by the Specialty Equipment Market Association (SEMA), a growing number of people want to buy compact performance cars and customize them. They want to turn Honda Civics, Acura Integras, and Mitsubishi Eclipses into personalized statements of automotive expression. Eighty-four percent of these people are under 30, and 42 percent are of Asian descent. More than 80 percent of them are men. SEMA research shows that a high percentage of this population is interested in finding a domestic car that can be customized. At a recent automotive aftermarket show, Ford showed three Focus-based concepts to demonstrate its seriousness about reaching this market.
-Refer to the scenario. Which of the following would the type of research gathered by SEMA be classified as?

Question

Quizplus · Accepted Answer

The research conducted by SEMA is descriptive because it provides detailed information about the characteristics of a particular group of people, including their age, ethnicity, gender, and interests in customizing compact performance cars.