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Question
COOKING OIL MINI CASE: Value Mart is a national grocery store chain that markets its own line of store-brand food products as a low-cost, high-value option for the cost-conscious consumer. Based on an evaluation of sales data from various product categories collected from scanners at checkout points, Value Mart has determined that there may be a market for a Value Mart brand cooking oil. In order to further explore customer preferences and potential marketing tactics, Value Mart has decided to conduct focus group sessions with Value Mart consumers. After conducting the focus groups, Value Mart decides to do a small-scale trial of a store-brand cooking oil exclusively at its stores in the New York area to see if consumers will buy the product.In the COOKING OIL MINI CASE, the Value Mart focus group research format is best described as a ________.
A) quantitative study
B) motivational study
C) behavioral study
D) descriptive study
E) qualitative study
Answer
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Demographic variables can reveal ongoing trends that signal business opportunities, such as shifts in age and income distribution.
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