Many research projects collect open-ended responses, such as questions asking consumers to describe emotions they felt during a recent shopping trip. Researchers must then review what consumers wrote and quantify this qualitative information in some way by looking for commonalities or patterns. This is an example of which task in the execution phase of the business research process?
A) refining data
B) analyzing data
C) formulating data
D) reviewing data
E) coding data

Question

Quizplus · Accepted Answer

This task is called qualitative data analysis, which involves reviewing open-ended responses and categorizing them into themes or codes. This is done to better understand the data and draw meaningful insights from it. Therefore, the correct answer is E, coding data.

Many Research Projects Collect Open-Ended Responses, Such as Questions Asking