In which research approach to understanding consumer behavior,do researchers derive meaning from talking to people and observing behavior rather than analyzing data?
A) Interpretive research
B) Quantitative research
C) Archival research
D) Metanalytic research
E) Grounded theory research

Question

Quizplus · Accepted Answer

Interpretive research involves understanding human behavior through interpretation and analysis of subjective experiences and meanings. This approach emphasizes on exploring the consumers' perspectives and opinions through qualitative data collection techniques, such as in-depth interviews, focus groups, and observation. It focuses more on discovering the underlying reasons behind consumer behavior through subjective interpretation, rather than analyzing numerical data.

In Which Research Approach to Understanding Consumer Behavior,do Researchers Derive