The sole proprietor of Sam's Swings is interested in gaining a better understanding of his current customers in terms of certain demographic and lifestyle characteristics so he may better serve their needs.He decides that conducting ______ research will give him the information he needs.

Question

Quizplus · Accepted Answer

Descriptive research seeks to describe or explain some phenomenon. Often this involves something going on in the marketplace and can include issues such as (1) identifying the characteristics of the target market, (2) assessing competitor actions in the marketplace, (3) determining how customers use the product, and (4) discovering differences across demographic characteristics (age, education, income) with respect to the use of the product or the competitors's product.

The Sole Proprietor of Sam's Swings Is Interested in Gaining