What are the two main types of market research?

The correct choice is that the two main types of market research are qualitative and quantitative. Both of these types serve distinct purposes in understanding market dynamics and consumer behavior.

Qualitative research involves gathering non-numerical insights, often through methods like interviews, focus groups, and observations. This type of research helps in understanding the underlying motivations, opinions, and experiences of consumers, providing rich, detailed insights.

On the other hand, quantitative research relies on numerical data and statistical analysis. This method uses structured surveys and questionnaires to collect measurable information, allowing researchers to identify patterns, correlations, and trends within the data. This type of research is essential for making data-driven decisions based on broader population samples.

While other options mention different categories and strategic approaches to market activities, they do not directly capture the core classification of market research data collection methods.