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13 May 2019, 07:40
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A
Be sure to select an answer first to save it in the Error Log before revealing the correct answer (OA)!
Difficulty:
15%
(low)
Question Stats:
82% (01:55) correct
18%
(02:18)
wrong
based on 310
sessions
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Market research traditionally entails surveying consumers about why they buy and use particular products and brands. Observational research-actually watching consumers shopping and interacting with products-is now increasingly used by market researchers to supplement survey. Market researchers claim that observational research yields information about consumer behavior that surveys cannot provide.
Which one of the following, if true, provides the strongest support for the market researchers’ claim?
(A) Even consumers who are unable to explain their preference for or rejection of particular brands reveal which brands they are considering by picking up and putting down products while they are shopping.
(B) Market researchers find that consumers are almost always willing to participate in observational research for which the consumer is paid by the hour.
(C) Consumers are becoming increasingly self-conscious about their buying habits, and some consumers have stopped buying some items that they normally used to buy.
(D) Market researchers say they find data collection more enjoyable in observational research than in survey research, because observational research requires more creative judgment on their part.
(E) Consumers are more likely to respond to oral surveys than they are to respond to written questionnaires.
Which one of the following, if true, provides the strongest support for the market researchers’ claim?
(A) Even consumers who are unable to explain their preference for or rejection of particular brands reveal which brands they are considering by picking up and putting down products while they are shopping.
(B) Market researchers find that consumers are almost always willing to participate in observational research for which the consumer is paid by the hour.
(C) Consumers are becoming increasingly self-conscious about their buying habits, and some consumers have stopped buying some items that they normally used to buy.
(D) Market researchers say they find data collection more enjoyable in observational research than in survey research, because observational research requires more creative judgment on their part.
(E) Consumers are more likely to respond to oral surveys than they are to respond to written questionnaires.
14 May 2019, 05:04
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Quote:
The right answer to this question is A. Since this is a "strengthen the conclusion" question, our first step should be to identify what the conclusion is. In this case, it is the claim of the market researchers that "observational research yields information about consumer behavior that surveys cannot provide".
We're looking to strengthen this conclusion, so we must therefore find an option that does, in fact, suggest that there is additional info to be gained from observation, making it better data.
B - This is out of scope because it doesn't compare observational research to surveys. It says you can get more data if you pay respondents by the hour, but more compared to what? Surveys? Observational data you don't pay for? It's unclear and therefore incorrect. OUT
C - This option is just irrelevant. It talks about consumers buying habits in general, something that would affect both surveys and observational data equally. OUT
D - Slightly tempting, but still off-base. The fact that observational data is more fun to collect does not necessarily have anything to do with it being a better form of data. OUT
E - Totally irrelevant because oral or written surveys are still both surveys. We need a between surveys and observational data. OUT
Option A must be correct by elimination, but let us confirm why it works. It makes a direct comparison between survey and observational data along the lines of revealing consumer preference, and also shows that the observational data is the better of the two. Hence, it is both related to and supports the conclusion.
A key point to remember with CR questions like this one is that when any comparison is made, you can only confirm details about it if you have information on both sides of the equation.
- Matoo
01 Jun 2019, 05:06
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The market researchers’ belief is that observational research gives additional information that the survey answers don’t show. To strengthen this argument, a correct answer choice could either portray an action that the consumer does that cannot be relayed in a survey (something like time taken to look at a product before setting it in their cart).
Which one of the following, if true, provides the strongest support for the market researchers’ claim?
(A) Even consumers who are unable to explain their preference for or rejection of particular brands reveal which brands they are considering by picking up and putting down products while they are shopping.
This is the correct answer. If consumers can’t explain their preferences in a survey, the researchers can tell their indecisiveness in a video.
(B) Market researchers find that consumers are almost always willing to participate in observational research for which the consumer is paid by the hour.
The answer choice addresses the possibility of volunteerism in surveys and doesn’t not support the argument about observational research being a significant supplement to surveys.
(C) Consumers are becoming increasingly self-conscious about their buying habits, and some consumers have stopped buying some items that they normally used to buy.
Consumer self-consciousness does not affect the conclusion.
(D) Market researchers say they find data collection more enjoyable in observational research than in survey research, because observational research requires more creative judgment on their part.
This answer, like (D), has no affect on conclusion.
(E) Consumers are more likely to respond to oral surveys than they are to respond to written questionnaires.
Again, about the bias of surveys - not about the extra information gathered.
