Certified Supply Chain Professional (CSCP) Practice Exam

What type of research examines consumer attitudes and preferences?

1. Market analysis

2. Sales analysis

3. Consumer research

4. Operations research

The correct answer is: Consumer research

Consumer research specifically targets the understanding of consumer attitudes, preferences, behaviors, and overall buying patterns. By collecting data through various methods such as surveys, focus groups, and observation, this type of research helps businesses gain insights into what drives consumer decisions, how they perceive products or brands, and what they value in their purchasing experiences. This knowledge is essential for creating effective marketing strategies, developing product features that meet consumer needs, and enhancing overall customer satisfaction. Other types of research, such as market analysis or sales analysis, may provide useful information about broader market trends or sales performance, but they do not focus specifically on the individual consumer's mindset as consumer research does. Similarly, operations research typically deals with optimizing internal processes within an organization, rather than understanding consumer behavior.