The Hershey Company knows that listening to its customers can informs product development decisions. Ultimately, The Hershey Company recognizes that creating products that customers want leads to brand loyalty. They also use customer feedback data to fine$-$tune forecasts and choose test market and product launch cities. Which of the following is the best way for a company like The Hershey Company to measure quality and obtain facts about customer perceptions?

a$.$ Exploratory research

b$.$ Survey research

c$.$ Non$-$statistical research

d$.$ Descriptive research