Cadbury wants to know why sales of its new dark chocolate product is soaring in one country but not in another. After extensive research, Cadbury believes the answer lies in demographic and cultural differences among the populations. It conducts in-depth research that asks consumers in each country about their ages, occupations, eating habits, as well as how often they purchase its chocolate bars. It uses statistical analysis and predictive tools to come up with strong conclusions. Although Cadbury is fairly certain about its research, it realizes that it is still limited in providing evidence to definitively link demographic and cultural differences to being the cause of why sales differ so significantly among the two countries. Cadbury has most likely conducted _________________ research.

Question

Quizplus · Accepted Answer

Cadbury has conducted descriptive research because it is trying to understand the characteristics of the consumers in each country and their behavior towards the new dark chocolate product. The research is based on asking questions about demographics, eating habits, and purchase behavior, and using statistical analysis to draw conclusions. Descriptive research is used to describe and analyze characteristics of a population or phenomenon. It is different from exploratory research, which is used to explore and generate insights about a topic, and experimental research, which involves manipulating variables to establish cause and effect relationships. Focus group and observational research are other types of exploratory research.

Cadbury Wants to Know Why Sales of Its New Dark