DirectProtect Is an Insurance Provider That Uses Telemarketers Rather Than

Multiple Choice

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and deal with claims.It wants to introduce its product into new markets,but before it does so,it wants to predict how successful its sales efforts will be.The first things researchers did was invite a group of eight insured people to its headquarters to talk about home and auto insurance with a moderator.The purpose of this exploratory research was to gather information about the group members' attitudes toward insurance and their awareness of DirectProtect.This was done by recording respondents' answers as well as having them answer questions using paper and pencil.While additional research still needs to be done,the marketing researchers were able to gather __________ data.

A) hypothetical
B) generative
C) evaluative
D) questionnaire
E) experiential