ACCA Performance Management (F5) Certification Practice Exam

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What type of study focuses on quantifying reactions and responses?

Motivational research
Measurement research
Qualitative research
Ethnographic research

The correct answer is: Measurement research

Measurement research is specifically designed to focus on quantifying reactions and responses, making it essential for understanding various phenomena in a numerical format. This type of study employs statistical methods and metrics to gauge how individuals or groups respond to different stimuli, which is crucial for making evidence-based decisions. Measurement research allows for the analysis of trends, patterns, and relationships in data that can guide strategic planning and optimize performance. In contrast to this, motivational research primarily seeks to understand the underlying reasons or motivations behind behaviors rather than quantifying them. Qualitative research focuses on capturing insights and experiences in a narrative form, exploring the 'how' and 'why' of human behavior, which does not prioritize numerical data. Ethnographic research entails an in-depth investigation of cultural contexts and practices through observation and interaction, emphasizing descriptive over quantitative outcomes. Therefore, when the emphasis is on quantifying reactions and responses, measurement research is distinctly the most suitable approach.