To help understand why sales of Keebler Sweet Spot shortbread cookies had dropped off the company used marketing research to gather factual information to help understand the problem.The gathering of factual statements is an example of marketing research in its _____ role.
A) historical
B) descriptive
C) predictive
D) normative
E) objective

Question

Quizplus · Accepted Answer

The descriptive role of marketing research includes gathering and presenting factual statements.

To Help Understand Why Sales of Keebler Sweet Spot Shortbread