Which of the following statements is true about qualitative research?
A) It provides the marketer with responses that can be presented with precise estimations.
B) It studies the dynamic interplay of peoples' feelings and ideas.
C) It usually involves asking respondents to select a choice from a set of responses.
D) Data from such research can be summarized in percentages, averages, or other statistics.
E) It is generally associated with survey research that involves "yes" or "no" questions.

Question

Quizplus · Accepted Answer

Qualitative research seeks to interpret what the people in the sample are like-their outlooks, their feelings, the dynamic interplay of their feelings and ideas, their attitudes and opinions, and their resulting actions. In contrast, quantitative research usually involves a large number of respondents who are asked to reply, either verbally or in writing, to structured questions using a specific response format (such as yes/no) or to select a response from a set of choices. Quantitative research provides the marketer with responses that can be presented with precise estimations. The structured responses received in a survey can be summarized in percentages, averages, or other statistics.

Which of the Following Statements Is True About Qualitative Research