Decision Point: Choosing a Different Research Method

After asking many consumers many questions, the results of the marketing research did not clearly show th consumers' motivation for buying running shoes.

The director asks to speak with you. She says, $"$It appears that the results of the research were inconclusive. We need to determine a better way to understand our consumers' motivations."

Which of the following options is the best method of research to help Bolt understand its consumers' purchase motivations?

Select an option from the choices below and click Submit.

Talk in depth to a few consumers for an extended period of time.

Ask many consumers a few brief questions.