Which of the following statements is true about quantitative research?
A) It includes direct observation of consumers in choice or product usage situations.
B) It studies the dynamic interplay between peoples' feelings and their resulting actions.
C) It is generally associated with survey research that involves "yes" or "no" questions.
D) It includes recording consumers' first impression about products.
E) It is used to formulate and define a problem more clearly.

Question

Quizplus · Accepted Answer

Survey research is generally associated with quantitative research, and the typical instrument used is a questionnaire administered by personal interview, mail, telephone, and, most recently, over the Internet. In quantitative research, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format (such as yes/no) or to select a response from a set of choices. In contrast, qualitative research includes direct observation of consumers in choice or product usage situations. If questions are asked, they are almost always open-ended or in-depth, and unstructured responses that reflect the person's thoughts and feelings on the subject are sought. Consumers' first impressions about products may be useful. Qualitative research seeks to interpret what the people in the sample are like-their outlooks, their feelings, the dynamic interplay of their feelings and ideas, their attitudes and opinions, and their resulting actions. It is used in international marketing research to formulate and define a problem more clearly and to determine relevant questions to be examined in subsequent research.

Which of the Following Statements Is True About Quantitative Research