1. Pappy's BBQ wants to conduct a survey about consumers' attitudes towards Pappy's, without conducting any previous research. What is the most adequate advice to Pappy's plan?

a/ Before conducting the survey, Exploratory research that uncovers the attributes consumers are interested in is recommended.

b/ Before conducting the survey, Exploratory research that uncovers the attributes consumers are interested in is recommended.

c/ Before conducting the survey, Descriptive research that uncovers the attributes consumers are interested in is recommended.

2. _____________ research concerns the determination of frequencies of occurrence or the relationships among variables; ________________ research addresses the discovery of ideas and insights; and ___________ research focuses on determining cause-effect relationships among variables.

a/ Exploratory/Causal/Descriptive

b/ Descriptive/Exploratory/Causal

c/ Causal/Exploratory/Descriptive

3, Xinxin is a marketing analyst at HR Block. She recently supervised 4 focus groups that were deployed for the purpose of identifying new online services that might appeal to their customer base. Xinxins junior analysts, however, report that, across groups, respondents discussed and could not agree on any new services that they might like. This is most likely due to the following error:

a/ Each focus group was too small, with too few participants per session.

b/ Each focus group was not homogeneous, with participants belonging to several different market segments.

c/ The moderator did not follow a protocol flowing from general to specific.