Dennis Cooper is the owner of Window Services Co, a company specializing in replacement windows, remodeling services, and siding. Dennis 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 Window Services Co as they make design changes to the store, select merchandise, create advertising messages, and determine what type of remodeling services to offer. Window Services Co 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 Window Services Co to utilize?
A. Exploratory
B. Focus group
C. Experimental
D. Descriptive
Answer: D
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