Alex Is an Accomplished Quantitative Researcher

Alex is an accomplished quantitative researcher. At one point, he discovered that he was simultaneously working on four different projects whereas his colleague who specialized in qualitative research was working on only one project. The objectives of all these studies are listed below. Which of the following studies was Alex's friend working on?

A) To uncover deep underlying motives behind people's buying behaviors.
B) To make accurate predictions about relationships between market forces and purchase behavior.
C) To validate the relationship between advertising expenses and sales volume.
D) To make generalizable observations about a target population's buying behavior.
E) To test a hypothesis linking coupon value to brand preference.