Through marketing research,the Boston Symphony Orchestra (BSO)learned it has an older market and is not attracting younger concertgoers.It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful.In its second use of research,BSO employed marketing research in its _____ role.

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The BSO employed marketing research in its predictive role, as it was seeking to determine the potential success of an integrated advertising campaign targeted to a younger market. This type of research is focused on predicting future outcomes and can help organizations make informed decisions about their marketing strategies.

Through Marketing Research,the Boston Symphony Orchestra (BSO)learned It Has an Older