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