Which of the following is true of qualitative research?
A) It is a structured measurement approach that permits a range of possible responses.
B) It requires large sample sizes.
C) Its results can be easily generalized to broader populations.
D) It is indirect in nature, so consumers may be less guarded.
E) It generally results in similar results and conclusions across researchers.

Question

Quizplus · Accepted Answer

Qualitative research involves open-ended questions and in-depth interviews, which can make consumers feel more comfortable and willing to share their true experiences and opinions. This indirect approach can lead to more honest and authentic responses.

Answer: E 
 Qualitative research is subjective and based on individual experiences and perspectives. This can lead to different interpretations and conclusions among different researchers, even when studying the same topic.

Which of the Following Is True of Qualitative Research