Kayla Smith is engaged in research that seeks to explain inner meanings and motivations associated with customers' purchase of clothing.She records customers' words and observes their interactions as they shop.From her observations,she develops an understanding of what motivates shoppers.What type of research is Kayla performing?
A) Quantitative research
B) Interpretive research
C) Grounded theory research
D) Clinical research
E) Archival research

Question

Quizplus · Accepted Answer

Kayla is engaging in interpretive research, which involves gaining an understanding of the subjective meanings and motivations associated with human behavior. She is using qualitative methods such as observation and recording customer's words to develop this understanding.

Kayla Smith Is Engaged in Research That Seeks to Explain