Research that addresses marketing objectives through techniques allowing the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement is called _____.
A) preliminary research
B) primitive research
C) qualitative research
D) secondary research

Question

Quizplus · Accepted Answer

Qualitative research is research that aims to address marketing objectives through techniques allowing for extensive interpretations of market phenomena, without relying on numerical measurements or statistics. Qualitative research usually involves methods such as interviews, focus groups, observation, and content analysis. It is often used to gain insights into consumer behavior, attitudes, and preferences, or to test new ideas or concepts. Preliminary research and secondary research involve the collection and analysis of existing data, while primitive research is not a recognized term in marketing research.

Research That Addresses Marketing Objectives Through Techniques Allowing the Researcher