A research firm wants to conduct research to determine what the U.S. population thinks of imported clothing. Describe three primary research options that are available for this type of research. Which option would you recommend that the research firm use? Why?
Primary research methods include the following:
• Observational research involves observing and analyzing certain phenomena to assist in establishing new principles.
• Experimental research involves identifying the differences between two samples observed when a different treatment is administered to each group.
• Normative survey research involves collecting information from a sample group to determine the status of something at a particular time.
Recommendation: Because the research firm is trying to gauge opinions at a given point in time, normative survey research is recommended.
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