A marketing researcher wants to do in-depth research on business customers' experiences with the company's products. She is MOST likely to get what she wants if she uses
A) an e-mail survey.
B) the focus group approach.
C) the observation approach.
D) personal interviews.
E) None of the above is very useful for getting in-depth information about business customers' attitudes.

Question

Quizplus · Accepted Answer

Personal interviews allow for in-depth questioning and follow-up to get more detailed information about customers' experiences with the company's products. Business customers may also be more willing to participate in personal interviews as opposed to a focus group or email survey. The observation approach may not provide sufficient information on customers' experiences with the company's products.

A Marketing Researcher Wants to Do In-Depth Research on Business