Question

Which of the following describes a type of primary research involving a technique marketers use to generate insights for future, more rigorous studies?

Option 1: Quantitative Research.
Option 2: Qualitative Research.
Option 3: Observational Research.
Option 4: Experimental Research.

Answer 1

Qualitative research is the type of primary research technique used by marketers to generate insights for future studies through methods like ethnographic field research and informal interviews, providing in-depth understanding of customer attitudes and experiences.

Step-by-step explanation:

The technique that marketers use to generate insights for future, more rigorous studies through observation or experimentation is known as qualitative research. This type of research often involves ethnographic field research, where researchers observe and interact with participants in their real-life environment to understand the context and culture that influence behavior. Unlike quantitative research which focuses on numerical and statistical analysis, qualitative research provides in-depth insights on people's thoughts, feelings, and motivations. Marketers use qualitative research during the early stages of a study to inform and refine their research questions or when they are seeking to explore new areas that haven't been structured in numerical terms. For instance, conducting informal interviews or observations can provide a deep understanding of customer attitudes and experiences that may not emerge through more structured, quantitative approaches like surveys.