In which research approach to understanding consumers do researchers derive meaning from talking to people and observing behavior rather than analyzing data?
A) interpretive research
B) quantitative research
C) concentric research
D) depth research
E) dynamic research

Question

Quizplus · Accepted Answer

Interpretive research involves the analysis and interpretation of qualitative data, which is derived from talking to people and observing behavior. This approach aims to understand the subjective experiences and meanings that individuals assign to their actions and behaviors.

In Which Research Approach to Understanding Consumers Do Researchers Derive