Market Research Essentials Ch. 2 Quiz

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

Observational research

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

False

Causal research ______.

describes demographic characteristics, psychographic behaviors, as well as opinions held by a market

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.

Focus groups

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

True

Exploratory research ______.

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

Focus groups are ______.

an internal secondary method

Research questions ______.

are detailed and tactical in nature

Each is part of the research plan, except ______.

research objective

The research objective ______.

should be addressed only after a methodology is chosen