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JJ Construction Company has been developing and building homes in various areas in the Niagara Region. Homes are sold off-plan to prospective buyers. Due to increasing competition in the last few years, JJ Construction Company has noticed a decline in the desirability of its low cost homes and is considering diversifying their homes to include features that will enable them to advertise their future homes as 'healthy homes' aimed at the younger generation. However, before they invest in a lot of expensive features, JJ Construction wants to know what consumers will pay for. If consumers' budgets require some hard choices, JJ Construction wants to know which features are extremely valued, which are not important, and which are difficult to trade off because they are so close in buyer's minds. In other words, they need to find out customer's attitudes toward features of 'healthy houses'.
Briefly explain the difference(s) between exploratory, descriptive and casual research. Which research approach is most valid for JJ Construction at this point? Why and how would you suggest they should proceed from here to initiate the research?
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