In which of the following situations would a marketing researcher be most likely to use executive interviews?
A) A shampoo manufacturer wants to test which smells consumers perceive as relaxing and exhilarating.
B) The producers of children's programming on public television want to learn more about the viewing habits of an audience composed of 5- to 12-year-old males.
C) A manufacturer of frozen dinners wants to research the eating habits of its target market.
D) A manufacturer of extruded plastic wants to determine where there are other markets for its products.

Question

Quizplus · Accepted Answer

Executive interviews are most useful when trying to gather information about potential markets or identifying potential business opportunities. Therefore, in this scenario, a manufacturer of extruded plastic who wants to determine where there are other markets for its products would be most likely to use executive interviews.

In Which of the Following Situations Would a Marketing Researcher