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 research
B) interpretative research
C) controlled experiment research
D) focus group research

Question

Quizplus · Accepted Answer

This type of research is interpretative research, where the firm observes customer behavior in a natural setting and interprets the data based on social and cultural characteristics.

A Marketing Research Firm Has Set Up a Special Store