Which of the following statements is true about qualitative research?
A) It provides a marketer with responses that can be presented with precise estimations.
B) It includes recording consumers' first impressions about products.
C) It usually involves asking respondents to select a response from a set of choices.
D) Data from qualitative research can be easily summarized in percentages, averages, or other statistics.
E) It is generally associated with survey research that involves yes/no questions.

Question

Quizplus · Accepted Answer

In qualitative research, if questions are asked, they are almost always open-ended or in-depth, and unstructured responses that reflect the person's thoughts and feelings on the subject are sought. Consumers' first impressions about products may be useful. Direct observation of consumers in choice or product usage situations is another important qualitative approach to marketing research.

Which of the Following Statements Is True About Qualitative Research