Qualitative Research Methods in Understanding Customer Behavior Quiz
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Questions and Answers

What is the aim of interpretative research?

  • To observe and discuss customer experiences with the product
  • To conduct motivation research on customer behavior
  • To understand the meanings and interpretations of a particular phenomenon or behavior (correct)
  • To quantify customer behavior using numerical scales

    • What is the main characteristic of motivation research in customer behavior?

  • Observing and discussing customer experiences with the product
  • Conducting surveys with numerical scales
  • Discovering the reasons for a person's behavior (correct)
  • Asking customers to respond to preassigned response categories

    • What is the primary method used in quantitative research?

  • Interpretative Research
  • Customer Visits
  • Focus Groups
  • Survey (correct)

    • What is the purpose of customer visits in researching customer behavior?

    <p>To observe and discuss customer experiences with the product</p> Signup and view all the answers

    What is the role of a moderator in focus groups?

    <p>Steering the group discussion along certain questions of interest to the marketer</p> Signup and view all the answers

    What is the primary focus of motivation research in customer behavior?

    <p>Discovering the reasons for a person's behavior</p> Signup and view all the answers

    What is the purpose of interpretative research in customer behavior?

    <p>Understanding the meanings and interpretations of a particular phenomenon or behavior</p> Signup and view all the answers

    What is the role of a moderator in focus groups?

    <p>Steering the group discussion along certain questions of interest to the marketer</p> Signup and view all the answers

    What is the main characteristic of customer visits in researching customer behavior?

    <p>Entailing visiting a consumer or customer, observing and discussing experiences with the product</p> Signup and view all the answers

    What is the primary method used in quantitative research?

    <p>Survey method with pre-specified numerical scales for answer categories</p> Signup and view all the answers

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