Marketing managers at a cosmetic company wanted to find out how resistant their product is to smudging. They hired a research firm to ask 293 women who were wearing the company's StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

Question

Quizplus · Accepted Answer

This is an example of custom research, as the company hired a research firm to specifically gather information about the durability of their product through a unique method. Syndicated research typically involves purchasing data from a third party that has already been collected on a broad topic, while case study research and ethnography involve in-depth analysis of a particular group or individual. Secondary research involves gathering data from existing sources.

Marketing Managers at a Cosmetic Company Wanted to Find Out