Which of the following statements is true about qualitative research?
A) It provides the marketer with responses that can be presented with precise estimations.
B) It includes recording consumers' first impression about products.
C) It usually involves asking respondents to select a choice from a set of responses.
D) Data from such research can be easily summarized in percentages, averages, or other statistics.
E) It is generally associated with survey research that involves yes or no questions.

Question

Quizplus · Accepted Answer

In qualitative research, if questions are asked, they are almost always open-ended or in-depth, and unstructured responses that reflect the person's thoughts and feelings on the subject are sought. Consumers' first impressions about products may be useful. In contrast, quantitative research usually involves a large number of respondents who are asked to reply either verbally or in writing to structured questions using a specific response format (such as yes/no) or to select a response from a set of choices. Quantitative research provides the marketer with responses that can be presented with precise estimations. The structured responses received in a survey can be summarized in percentages, averages, or other statistics. Survey research is generally associated with quantitative research, and the typical instrument used is a questionnaire administered by personal interview, mail, telephone, and, most recently, over the Internet.

Which of the Following Statements Is True About Qualitative Research