What type of research did ABC conduct to understand customer perceptions of green building materials?

• A. Quantitative research on market size and qualitative research on customer perceptions.
• B. Qualitative research only about customer perceptions.
• C. Experimental research on product performance.
• D. Historical data review of sales trends.

Answer: (A)

Understanding customer perceptions often requires both numbers and narratives. A mixed-methods approach captures how big the potential market is and what customers actually think and feel about green building materials. They conducted quantitative research on market size to measure demand and qualitative research on customer perceptions to explore attitudes, preferences, and motivations. This combination provides breadth with measurable data and depth with insights into thinking and feelings, which is why it fits best. Exclusive qualitative work would miss scale and market potential, experimental research would focus on product performance rather than perceptions, and a historical data review would look at past trends rather than current perceptions.