Question

Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, BSO employed _____ marketing research.

Answer 1

Answer:

predictive

Explanation:

Based on the information provided within the question it can be said that in the second scenario BSO employed predictive marketing research. This refers to marketing research that focuses on "What if" questions or scenarios in order to design a new plan. Which is what the second scenario is doing by asking "what if" they made an integrated advertising campaign targeted to younger markets.

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