. A marketing researcher needs to do exploratory research. What is the best research approach to find out which in-store product displays have the greatest appeal to customers?

a. Create and administer a customer survey to collect primary data about product purchase plans. b.Conduct a series of focus groups to ask customers about recent purchases, and why they made them.

c. Access and analyze secondary customer purchase transaction data found in the company's data warehouse. d.Set up an experiment using hidden cameras to observe customers as they browse product displays to make purchase decisions.