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The three kinds of research, with examples explained in more detail later in the chapter, are:
A. Exploratory research provides ideas about a relatively vague problem. General Mills discovered that the initial version of its Hamburger Helper wasn't satisfactory for many consumers, so it interviewed them to get ideas to improve the product.
B. Descriptive research generally involves trying to find the frequency that something occurs or the extent of a relationship between two factors. So when General Mills wants to study how loyal consumers are to its Wheaties, it can obtain data on the number of households buying Wheaties and competitive products...
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