XYZ luxury car company is interested in understanding why the majority of consumers who purchase XYZ cars are retirees.The marketing manager decides to conduct exploratory research and is considering talking to different owners and nonowners.The best approach is to use ________ research because it is less structured and may generate unanticipated insights into the research problem.

Question

Quizplus · Accepted Answer

Qualitative research is less structured and can employ methods such as surveys and interviews to collect the data. It employs small samples and is not meant to be used for statistical analysis.

XYZ Luxury Car Company Is Interested in Understanding Why the Majority