As a brand manager, you are asked to conduct a survey to assess the size of the market for your brand. This survey-based research is an example of:

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The question asks us to identify what kind of research a survey aimed at measuring the size of the market represents.
Option a: ethnographic research. Ethnography involves in-depth, qualitative observation of people in their natural environments to understand behaviors, cultures, and practices. A survey focused on market size is not primarily about observing people in context or exploring cultural meanings, so this option is not a fit for the described purpose.
Option b: market research. Market research is the systematic gathering and analysis of information about a market, including its size, needs, preferences, and trends. Since the task is to assess the size of the market for a brand through a survey, this aligns with the core goal of market research: understanding market dimensions and opportunities. This option correctly captures the intended purpose of the activity.
Option c: quantitative research. Quantitative research refers to methods that collect and analyze numerical data to identify patterns, test hypotheses, and measure variables. While a survey can produce quantitative data, the core framing here is about market size, which is best described by market research. Also, surveys can be qualitative or quantitative; the broader category that encompasses the objective (size of market) is market research. This option is partially related but does not fully capture the overarching purpose as precisely as option b.
Option d: qualitative research. Qualitative research emphasizes non-numerical data, exploring meanings, experiences, and motivations through interviews, focus groups, or open-ended responses. Aimed at sizing the market, this example uses a survey to quantify, not to deeply explore subjective meanings, so qualitative research is not the most accurate fit for the stated objective.
In summary, the scenario is best described by market research because it centers on measuring market size and understanding the market landscape through a structured survey, which is the primary aim of market research. The other options highlight methods or focuses that do not align as closely with the objective of sizing the market via survey data.

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As a brand manager, you are asked to conduct a survey to assess the size of the market for your brand. This survey-based research is an example of:

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