Since they were unsure of why sales were declining, marketing managers of Brand K Watches decided that exploratory research was needed, but because their situation was unique they also decided that primary data was necessary. The best approach is to use ____________ research because it is less structured and may generate unanticipated insights into the research problem.

Since they were unsure of why sales were declining, marketing managers of Brand K Watches decided that exploratory research was needed, but because their situation was unique they also decided that primary data was necessary. The best approach is to use ____________ research because it is less structured and may generate unanticipated insights into the research problem.

Since they were unsure of why sales were declining, marketing managers of Brand K Watches decided that exploratory research was needed, but because their situation was unique they also decided that primary data was necessary. The best approach is to use ____________ research because it is less structured and may generate unanticipated insights into the research problem.



A. Quantitative

B. Qualitative

C. Survey

D. Numerological

E. Behavioral



Answer: B. Qualitative


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