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Free response · 2.3 Market Research
Exam-style concept-application task: apply the topic to a new business scenario. Suggested time 12–13 minutes.
FRQ 3 — Concept application (3 points)
Harbor Fresh, a seafood wholesaler, wants to test the hypothesis that restaurants would pay 15% more for cod delivered within 12 hours of catch. Its research team (1) read a government fisheries report on restaurant seafood spending in the region; (2) delivered 12-hour cod to 10 restaurants at the higher price for a month while 10 similar restaurants received standard delivery at the standard price, and tracked reorders; and (3) held a 90-minute discussion with six chefs about what 'freshness' means to them.
(A) Identify the primary-research method used in activity (2) and explain why it fits the hypothesis. 1 pt
(B) Classify activity (1) and activity (3) as primary or secondary research and as producing quantitative or qualitative data. 1 pt
(C) Explain how the findings from activity (2) could be used to advance Harbor Fresh's business goal, and name ONE limitation of the study design. 1 pt