Microsoft is interested in customers' perceptions of Windows 8, its new PC operating system. Since the research goal is rather specific, Microsoft should conduct its own __________ research by asking customers to complete an online questionnaire.
A) secondary
B) primary
C) qualitative
D) observation
E) experimental

Question

Quizplus · Accepted Answer

Primary research is conducted to gather data directly related to a specific issue, problem, or question, such as customer perceptions of a new product. In this case, Microsoft would be collecting new, firsthand data through an online questionnaire to understand customers' perceptions of Windows 8, making it primary research.

Microsoft Is Interested in Customers' Perceptions of Windows 8, Its