A marketing research firm has set up a special store where customers are told they may be observed while shopping. Customer behaviour is observed in this setting, and then the firm interprets the data based on an understanding of social and cultural characteristics of that setting. What type of research is this firm conducting?
A) secondary data collection
B) interpretative
C) controlled experiment
D) focus group

Question

Quizplus · Accepted Answer

The firm is conducting interpretative research, as it involves observing customer behavior in a specific setting and then interpreting the data based on an understanding of social and cultural characteristics. This approach focuses on understanding the context and the meaning of the behavior observed.

A Marketing Research Firm Has Set Up a Special Store