Final answer:
Ben & Jerry's is engaging in internal testing, a form of market research where new products are tested by employees before being released to the public. It allows the company to refine the product based on feedback from a controlled group familiar with the company's standards.
Step-by-step explanation:
When Ben & Jerry's tests all of its new flavors on its own employees at its corporate headquarters, it is engaging in a form of market research known as internal testing. Internal testing is a valuable step in product development where feedback is sought from within the company before introducing the product to external consumers. This kind of testing can provide initial assessments of the product, like taste and appeal, from a more controlled group of participants who are familiar with the company's standards and products. Companies often use such methods to refine their products, explore new ideas, and solve any issues in an enclosed environment before proceeding to external testing with the general public.
In terms of research methodology, this is similar to conducting experiments which is common in various sectors like economics, where researchers may randomize resumes to test for discrimination or send out 'mystery shoppers' to assess customer service. In the provided examples, like the ice cream maker survey and the new laundry detergent test, companies are interested in consumer preferences and behavior, which they often evaluate through different forms of market tests including surveys, controlled studies, and sometimes nationwide studies.