"Qualitative research" involves:
A) talks with the firm's own managers.
B) questioning to obtain in-depth open-ended responses.
C) "yes-no" questionnaires.
D) studying secondary data.
E) None of the above.

Question

Quizplus · Accepted Answer

Qualitative research involves questioning to obtain in-depth open-ended responses, which can provide deeper insights into consumer attitudes and behaviors beyond the limited responses of "yes-no" questionnaires or studying secondary data. Talking with the firm's own managers can be a form of primary research, but it may not provide a diverse and unbiased perspective.

"Qualitative Research" Involves