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