Since they were unsure of why sales were declining, marketing managers of Brand K Watches decided that exploratory research was needed, but because their situation was unique they also decided that primary data was necessary.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

The best choice is qualitative research because it is less structured and allows for more in-depth exploration of the research problem, which is important in this unique situation where the cause of declining sales is unknown. Qualitative research methods such as focus groups or in-depth interviews can provide unanticipated insights into the problem. Quantitative research, on the other hand, is more structured and is designed to measure numerical data, which may not be as useful in this situation where the problem is not yet fully understood. Surveys may provide some useful information but may not provide the in-depth analysis needed to fully understand the problem. Numerological and behavioral research are not relevant to this situation.

Since They Were Unsure of Why Sales Were Declining, Marketing