What type of research should Giselle conduct to gather information about frozen yogurt shop performance without incurring high costs?

The correct choice is secondary research, as it involves gathering information that has already been collected and published by others, thus allowing Giselle to minimize costs associated with her research. Secondary research can include accessing existing reports, industry analyses, market studies, or data from government publications that provide insights on frozen yogurt shop performance without the need to conduct original research.

Utilizing secondary research is particularly advantageous when budget constraints are a concern because it can yield valuable insights quickly and efficiently. With much of the data available online or through libraries, Giselle can obtain a solid understanding of market trends, consumer behavior, and competitive analysis without incurring the expenses associated with fieldwork or surveys that primary research would entail.

Field research involves collecting new data through observations and surveys, which can be costly and time-consuming. Primary research includes gathering firsthand information through methods like interviews or focus groups, also requiring significant investment. Qualitative research focuses primarily on understanding concepts and feelings, rather than numerical data, and may not provide the comprehensive performance metrics that Giselle needs. Therefore, secondary research is the most practical and cost-effective approach in this scenario.