Profiling product purchasers (e.g., the Canadian shopper at the health food store), describing the size and characteristics of markets (e.g., the Canadian pizza restaurant market), detailing product usage patterns (e.g., ATM usage by Canadian bank
Customers), or outlining consumer attitudes toward particular brands (e.g., Canadian
Attitudes toward national, private, and generic brands)are collectively known as which type of research?

Question

Quizplus · Accepted Answer

Descriptive research involves the gathering and description of information about a particular phenomenon or market, such as profiling product purchasers or outlining consumer attitudes. This type of research is focused on providing a detailed understanding of a specific topic, rather than attempting to establish cause-and-effect relationships (which is the domain of causal research) or exploring new topics (which is the goal of exploratory research). Descriptive research often relies on surveys, observations, and secondary data sources to collect and analyze information.

Profiling Product Purchasers (E