Mika is the marketing research manager for a company that sells skis and other sporting equipment. His company currently has a profitable brand and a good share of the traditional ski market, but would like to enter the "extreme" category of winter sports. Mika needs to obtain information about consumer attitudes of the company's current products as well as attitudes of potential customers in the "extreme" consumer market. He does not have constraints on time, but he does have a modest budget for research. Mika should probably use _____ to obtain the data about the company's current products, and _____ to obtain information about the extreme consumers' attitudes.

Question

Quizplus · Accepted Answer

Online surveys are a cost-effective way to gather data about current product attitudes, while focus groups are a more qualitative method that would provide insight into the attitudes of potential customers in the extreme winter sports market. Telephone surveys and personal interviews may be more time-consuming and expensive, and crowdsourcing and mail surveys may not yield the in-depth information that is needed for this type of research.

Mika Is the Marketing Research Manager for a Company That