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 is indirect in nature, so consumers may be less guarded.
C) It requires large sample sizes.
D) Its results can be easily generalized to broader populations.
E) It generally results in similar results and conclusions across researchers.

Question

Quizplus · Accepted Answer

Qualitative research is typically conducted through open-ended interviews or focus groups which can yield richer and more in-depth insights into consumer behavior. As a result, consumers may be less guarded and more willing to share their opinions and experiences than they would be in a structured survey environment.

Answer: E 
 Unlike quantitative research, which aims to produce statistically significant results that can be generalized to broader populations, qualitative research is focused on understanding a specific group or phenomenon on a deep level. As a result, results and conclusions can vary across researchers and settings. However, this is not necessarily a weakness, but rather a reflection of the inherent subjectivity and nuance involved in qualitative research.

Which of the Following Is True of Qualitative Research