Chapter 2

True or False: Research plans are only used when a company hires a research consulting firm.

False

Focus groups are ______.

a primary qualitative method

The research objective ______.

declares the purpose of conducting the research

This methodology involves researchers secretly acting as consumers in order to gather data on the customer experience.

Mystery shopping

This methodology is used for giving insight into the real consumer decision making process, how to improve customer service interactions, as well as retail design/layouts.

Observational research

True or False: Secondary data can be either qualitative or quantitative.

True

Causal research ______.

aims to determine if changes in one variable impacts changes in another variable

Research questions ______.

are detailed and tactical in nature and help flesh out the overarching research objective

Exploratory research ______.

is used to discover new ideas or brainstorm solutions

Each is part of the research plan, except ______.

study conclusions