John Kite is investigating the feasibility of a new type of electronic game targeting middle school and high school-age boys. Which of the following is an example of "gumshoe research" that John could conduct to get a sense of the likely demand for his game?
A) Leaf through several electronic games industry trade journals.
B) Administer a buying intentions survey.
C) Administer a concept test.
D) Look at the Web sites of a number of companies that sell electronic games.
E) Spend several days in electronic games arcades and stores to observe the types of games that attract the interest of middle school age and high school age boys.

Question

Quizplus · Accepted Answer

Gumshoe research involves physically observing and immersing oneself in the target market. Spending time in electronic games arcades and stores to observe the types of games that attract the interest of middle school age and high school age boys is an example of gumshoe research. The other options listed involve administering surveys, looking at industry resources, or testing concepts which may not provide the same level of insight into the target market's preferences and buying habits.

John Kite Is Investigating the Feasibility of a New Type