Qualitative research, compared to quantitative research:
A) Asks closed-ended questions.
B) Asks yes or no type questions.
C) Provides more representative samples of consumers.
D) Relies on open-ended questioning.
E) Uses statistics to analyze data.

Question

Quizplus · Accepted Answer

Qualitative research relies on open-ended questioning to gather detailed information and insights about a topic, rather than closed-ended or yes/no type questions. It focuses on subjective experiences and perceptions of individuals, rather than statistical data analysis. Qualitative research often involves small, non-representative samples, but the goal is to gather in-depth and rich information.

Qualitative Research, Compared to Quantitative Research