Allen Is Conducting Qualitative Research

Multiple Choice

Allen is conducting qualitative research. Which of the following is most likely to be the objective of his research?

A) To probe into subconscious consumer motivations
B) To make accurate predictions about relationships between market forces and purchase behavior
C) To validate the relationship between advertising expenses and sales volume
D) To make generalizable observations about a target population's buying behavior
E) To test a hypothesis linking coupon value to brand preference