Kayla is engaged in research that seeks to explain the inner meanings and motivations associated with purchasing clothing. She records and analyzes the words that consumers use to describe events and observes shoppers in stores. From that, she develops an understanding of what motivates shoppers. What type of research is Kayla performing?
A) quantitative research
B) interpretive research
C) soft research
D) sociological research
E) independent research

Question

Quizplus · Accepted Answer

Kayla is engaging in interpretive research, which seeks to understand the meanings and motivations behind human behavior by analyzing language and observing behavior. This is in contrast to quantitative research, which typically involves numerical data and statistical analysis.

Kayla Is Engaged in Research That Seeks to Explain the Inner