Whenever a new marketing research problem is addressed,________ research must be preceded by appropriate ________ research.
A) qualitative; quantitative
B) quantitative; qualitative
C) observational; qualitative
D) descriptive; observational
E) total; partial

Question

Quizplus · Accepted Answer

Quantitative research typically involves collecting numerical data through structured surveys, experiments, or statistical analysis. It is often used to answer questions related to the frequency or prevalence of a particular phenomenon or the strength of relationships between variables. Qualitative research, on the other hand, involves collecting non-numerical data (e.g. text, pictures, video) through open-ended interviews, observations, or focus groups. It is often used to explore complex or sensitive issues, generate new ideas or hypotheses, or provide rich descriptions of people's experiences or perspectives. Generally, when a new marketing research problem is addressed, qualitative research must be conducted first to generate ideas and hypotheses, understand the context and language of the target audience, and develop appropriate research instruments. Quantitative research can then be used to test these hypotheses and provide more generalizable insights.

Whenever a New Marketing Research Problem Is Addressed,________ Research Must