What type of marketing research is illustrated by a fast-food chain test marketing a new sandwich?

The situation described involves a fast-food chain test marketing a new sandwich, which can be identified as experimental research. This type of research is characterized by controlled experiments where a new product is introduced into a specific market segment to observe consumer reactions and behaviors.

By using test marketing, the chain is essentially conducting a trial to evaluate the effectiveness of the new sandwich in real-world conditions, allowing them to gather quantitative data on customer preferences, sales performance, and overall acceptance of the product. These insights help inform future marketing strategies and product adjustments before a full-scale launch.

In contrast, descriptive research involves gathering detailed information about consumer behavior and demographics but does not test variables. Casual research focuses on establishing cause-and-effect relationships, often requiring more extensive analysis and experimentation than simple test marketing. Exploratory research seeks initial insights to define problems or generate hypotheses, usually conducted in a less structured manner. Thus, experimental research is the most fitting classification for the scenario, as it directly involves testing the market response to a new product.