Jennifer Burroughs is thinking about starting a firm in the upscale women's fashion industry. To get a full appreciation of the competitive nature of the industry, and how she might position her products, Jennifer has spent considerable time looking at industry-related publications, Hoover's Online, and ABI-Inform, which is a database that provides access to articles covering a wide-variety of business and industry related issues. Jennifer is conducting ________ research.
A) primary
B) secondary
C) action
D) temporary
E) purposeful

Question

Quizplus · Accepted Answer

Jennifer is conducting secondary research, which involves gathering information from existing sources such as industry-related publications, Hoover's Online, and ABI-Inform. Primary research would involve collecting new data through methods such as surveys or focus groups. Action research involves using research to inform and improve a specific situation within a company, and temporary and purposeful research are not commonly recognized research classifications.

Jennifer Burroughs Is Thinking About Starting a Firm in the Upscale