_____ addresses questions about consumer behavior (CB) using numerical measurement and analysis tools.
A) Quantitative research
B) Ethnographic research
C) Qualitative research
D) Interpretive research

Question

Quizplus · Accepted Answer

Quantitative research uses numerical measurement and analysis tools to gather data and address research questions. In this case, the research question is related to consumer behavior, which can be effectively studied using quantitative methods. Ethnographic research (B) and qualitative research (C) typically use non-numerical data and focus on understanding behavior and experiences from a subjective perspective. Interpretive research (D) is a broader approach that involves exploring multiple interpretations of a phenomenon, rather than trying to generalize findings based on numerical data.

_____ Addresses Questions About Consumer Behavior (CB) Using Numerical Measurement