Back to Basic Certification Contracting Practice Exam 2025 – Complete Study Guide

The two primary types of market research are qualitative and quantitative market research. Qualitative market research focuses on understanding the underlying motivations, opinions, and behaviors of consumers. It often employs methods such as interviews and focus groups, providing insights into the "why" behind consumer choices. Quantitative market research, on the other hand, involves collecting numerical data that can be analyzed statistically. This type of research allows businesses to identify trends, measure consumer attitudes, and quantify preferences through surveys and questionnaires.

Choosing strategic and tactical market research, while relevant in specific contexts, does not accurately capture the foundational categories recognized in market research practices. Strategic market research typically looks at long-term market trends and overall market direction, whereas tactical market research is more focused on short-term actions to implement marketing plans. Therefore, although these are valid concepts in the field of marketing, they do not represent the primary categorizations of market research methods.

In contrast, options discussing focused and broad analysis or online and offline methods describe specific approaches or channels within market research rather than the fundamental types. Thus, the distinction between qualitative and quantitative research is essential for understanding the comprehensive methodologies employed in market research.