Some hospitals have a standing policy that everyone who is to have surgery on a specific day must arrive at the hospital no later than 8 a.m. Then the patients and their friends and family members who accompanied them are asked to sit in a large impersonal waiting room until it is time to be prepped for their scheduled surgeries. One hospital is responding to customer complaints about this situation by conducting marketing research to determine what can be done to make the wait less stressful. The research began by seeing what people are doing to pass their time and by recording relevant facts and behaviors. What type of research is being used in this example?
A) Qualitative (focus groups)
B) Qualitative (long interview)
C) Quantitative (observational)
D) Quantitative (experiments)

Question

Quizplus · Accepted Answer

Four common types of quantitative research in marketing are observation, surveys, experiments, and mathematical modeling. Observational research involves watching people and recording relevant facts and behaviors.

Some Hospitals Have a Standing Policy That Everyone Who Is