In the context of consumer behavior (CB), researchers derive meaning from talking to people and observing their behavior rather than analyzing data in _____.
A) quantitative research
B) interpretive research
C) predictive analytics
D) prescriptive analytics

Question

Quizplus · Accepted Answer

Observing behavior and talking to people are methods used in qualitative or interpretive research, which focuses on understanding and interpreting the meanings people assign to their experiences rather than producing numerical data. Quantitative research, on the other hand, typically uses statistical methods and numerical data to test hypotheses and measure relationships between variables. Predictive and prescriptive analytics are types of data analysis used in business decision making and are not directly related to consumer behavior research methods.

In the Context of Consumer Behavior (CB), Researchers Derive Meaning