What’s the difference between attitudinal and behavioral research?

• Attitudinal research measures what your customers say; behavioral measures what they do.
• Behavioral research measures what your customers say; attitudinal measures what they do.
• Attitudinal research measures quantitative data; behavioral research measures qualitative.
• Behavioral research measures quantitative data; attitudinal research measures qualitative.

The correct answer is:

• Attitudinal research measures what your customers say; behavioral measures what they do.

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