What type of research primarily gathers demographic or statistical data?

Prepare for the UCF MAR3611 Marketing Analysis and Research Methods Midterm Exam. Boost your grades with comprehensive flashcards, multiple choice questions, and detailed explanations. Excel in your exam!

Quantitative research is the correct choice as it primarily focuses on the collection and analysis of numerical data. This type of research is designed to quantify variables and uncover patterns, relationships, or trends within a dataset. By employing statistical tools and methods, researchers can gather demographic information such as age, income, education levels, and other measurable characteristics of a population.

This approach often utilizes surveys and experiments to gather data that can be statistically analyzed, leading to results that can be generalized to a larger population. The emphasis on numerical data allows for the application of various statistical tests to validate hypotheses or draw inferences, making quantitative research essential in obtaining clear, objective insights that are easily communicated and analyzed.

On the other hand, field research typically involves the collection of data in a natural setting, which can include qualitative and quantitative elements. Qualitative research focuses on understanding concepts, thoughts, or experiences that cannot be easily quantified, often using interviews or focus groups. Descriptive research describes characteristics of a population but doesn't inherently focus on numerical data in the same way that quantitative research does, even though quantitative methods can be part of descriptive studies.

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