Burger King recently experienced a decline in burger sales after E-coli bacteria were discovered in one of their restaurants. The marketing managers reviewed published information about a similar situation that had occurred at a Jack-in-the Box restaurant a few years ago. Which of the following type of exploratory research is this?
A) Primary data analysis
B) Depth interview
C) Case analysis
D) Projective techniques
E) None of the above exploratory research methods can be used.

Question

Quizplus · Accepted Answer

The type of exploratory research used here is case analysis. The marketing managers reviewed published information about a similar situation that had occurred at a Jack-in-the-Box restaurant a few years ago, which suggests that they were examining a specific case to gain insights and ideas about how to deal with the current situation at Burger King.

Burger King Recently Experienced a Decline in Burger Sales After