The Prince Edward Island Tourism Board wanted to understand why there was such a large increase in visitors to PEI last year.They conducted preliminary research with visitors to get some ideas.After that,they ran a new ad campaign for several weeks,which asked interested viewers to call a 1-800 number for more information.They carefully tracked the number of calls to this number.This is an example of __________ research,followed up by _________ research.

Question

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The preliminary research conducted with visitors is exploratory research, which is used to gain an understanding of a problem or initial insights. The new ad campaign with a 1-800 number to track the number of calls is an example of causal research, which is used to determine cause and effect relationships. In this case, the campaign was implemented to see if it would cause an increase in visitors, and the number of calls can be used to determine the effectiveness of the campaign.

The Prince Edward Island Tourism Board Wanted to Understand Why