Which of the following qualitative research methods is most likely to provide a better idea of the causal relationships among variables?
A)Marketing audit
B)Observational research
C)Archival research
D)Experimental research

Question

Quizplus · Accepted Answer

Experimental research is the only qualitative research method that can establish causal relationships among variables. In experimental research, the researcher manipulates the independent variable and measures the effect on the dependent variable, while controlling for other variables. This allows for a better understanding of the cause-and-effect relationships between variables. Observational research, archival research, and marketing audit can provide insights into consumer behavior, but they cannot establish causality.

Which of the Following Qualitative Research Methods Is Most Likely