When marketing researchers try to manipulate an independent variable and measure the resulting changes in a dependent variable, they are engaging in

Question

Quizplus · Accepted Answer

Manipulating an independent variable and measuring the resulting changes in a dependent variable is the definition of an experiment. Choice E, "experimentation," is the only option that accurately describes this research method. Surveys, secondary data gathering, interviews, and observation are all valid research methods but do not directly involve manipulating an independent variable.

When Marketing Researchers Try to Manipulate an Independent Variable and Measure