Final answer:
Questionnaires are utilized for primary market research to obtain quantitative and qualitative data directly from individuals. They are widely used in marketing strategies and other fields, with the U.S. Census being a notable example of a large-scale sociological survey.
Step-by-step explanation:
A questionnaire is a tool used for gathering data in research. In the context of marketing, it serves as a form of primary market research where information is collected directly from individuals through a series of questions about behaviors, opinions, and demographics. The U.S. Census, for example, is a large-scale survey collecting sociological data.
Questionnaires can vary in nature, being either close-ended with options such as yes or no, or open-ended requiring more subjective, essay-type responses. Closed questions generate quantitative data, which is statistically analyzable, while open questions produce qualitative data, offering insights into personal beliefs and morals that are more subjective and varied. Hence, both quantitative and qualitative data can result from surveys.
Surveys are not exclusive to sociological research; they are commonly used in various fields, including psychology, anthropology, and most notably, in marketing to identify customer needs and strategies, making them a crucial aspect of market research.