Which of the following is not a focus of qualitative research?
A) To enhance understanding of the nature of the marketing problem
B) To produce generalisable findings about the phenomena of interest
C) To help define key issues for quantitative research
D) To provide deep understanding pertaining to the phenomena of interest

Question

Quizplus · Accepted Answer

Producing generalizable findings is a focus of quantitative research, not qualitative research. Qualitative research seeks to provide deep understanding and enhance understanding of the nature of the phenomena of interest, as well as help define key issues for quantitative research.

Which of the Following Is Not a Focus of Qualitative