Steve Ribbon Is the Owner of Windows & More, a Company

Multiple Choice

Steve Ribbon is the owner of Windows & More, a company specializing in replacement windows, remodeling services, and siding. Steve is interested in determining the characteristics of individuals who would be most likely to need replacement windows and interested in remodeling services, such as siding, awnings, and sunroom additions. He would like to identify characteristics of potential consumers who would be most likely to spend the most and utilize their services. This information will be quite helpful to Windows & More as they make design changes to the store, select merchandise, create advertising messages, and determine what type of remodeling services to offer. Windows & More would like to identify the customers based on factors such as gender, age, marital status, age of home, and discretionary income. What type of research would be most appropriate for Windows & More to utilize?

A) descriptive
B) focus group
C) experimental
D) exploratory