Allen is conducting qualitative research. Which of the following is most likely to be the objective of his research?
A) To probe into subconscious consumer motivations
B) To make accurate predictions about relationships between market forces and purchase behavior
C) To validate the relationship between advertising expenses and sales volume
D) To make generalizable observations about a target population's buying behavior
E) To test a hypothesis linking coupon value to brand preference

Question

Quizplus · Accepted Answer

Qualitative research is often used to explore deeper, subjective aspects of a topic, such as subconscious motivations or attitudes. It is not typically used for making accurate predictions or testing hypotheses in a statistical manner. Instead, the objective is often to gain a better understanding of the underlying factors that influence behavior or attitudes.

Allen Is Conducting Qualitative Research