Kayla Smith is engaged in research that seeks to explain the inner meanings and motivations associated with customers' purchase of clothing. She records customers' words and observes their interactions as they shop. Through her observations, she develops an understanding of what motivates shoppers. Which of the following types of research is Kayla conducting?
A) Quantitative research
B) Predictive analytics
C) Quasi-experimental analytics
D) Interpretive research

Question

Quizplus · Accepted Answer

Kayla is engaging in interpretive research, which seeks to understand the meanings and motivations behind human behavior through observation and analysis.

Kayla Smith Is Engaged in Research That Seeks to Explain