Marketing 3rd Edition by Dhruv Grewal,Michael Levy

Exercise 8

A bank manager notices that by the time customers get to the teller, they seem irritated and impatient. She wants to investigate the problem further, so she hires you to design a research project to figure out what is bothering the customers. They decide to do two studies: (1)4-6 focus groups of their customers; and (2) an online survey of 500 customers. Which study was exploratory and which was conclusive?