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Types of Market Research (David, 2022)

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Questions and Answers

What is the primary focus of quantitative research?

Creating questionnaires

Analyzing numerical data (correct)

Sampling

Conducting surveys

Which method involves direct interaction with consumers or third-party entities?

Binary questionnaires

Quantitative research (correct)

Sampling

Customer surveys

What type of questions are commonly used in quantitative surveys?

Multiple-choice questions

Yes/no questions or rating scales (correct)

Open-ended questions

True/false questions

What is the purpose of a questionnaire in research?

Gather valuable information from participants Signup and view all the answers

Why is primary research essential for businesses?

To better understand consumer preferences and needs Signup and view all the answers

What is the main benefit of using random or probability sampling in research?

Minimizes bias and increases unbiased estimates Signup and view all the answers

Which qualitative research method involves observing consumers in their own homes?

Ethnographic Research Signup and view all the answers

What distinguishes open-ended questionnaires from closed-ended questions?

Phrase questions as statements requiring extended responses Signup and view all the answers

In qualitative research, what is the primary goal of conducting individual interviews?

Collecting detailed responses from participants Signup and view all the answers

How does case study research differ from ethnographic research in qualitative studies?

Focuses on explaining specific issues in detail within real-life contexts Signup and view all the answers