Amazon's brand manager would like to design a descriptive research study to help better

define the characteristics of their target markets, Generation Z$.$ During a meeting with the

marketing research team, the brand manager states that it might be better to stay flexible in

the descriptive research study and a detailed discussion of the specifications of the research

is unnecessary. The marketing manager says that this would be an incorrect use of

descriptive research. Which of the following is the correct analysis of this situation:

The brand manager is correct since causal research has not been done yet the research must stay

flexible throughout both the exploratory phase and the descriptive study phase.

None of these responses are the correct analysis of the situation.

The brand manager is correct, descriptive research study is flexible and does not require clear

specifications.

The brand manager is correct because descriptive research is much like exploratory reseath in that

it is flexible and can change throughout the process.

The marketing research team is correct. A descriptive research study is rigid and requires clear

specification of who, what, when, where, why and how before research begins.