How do qualitative and quantitative research differ?

Qualitative research is characterized by its emphasis on understanding the underlying opinions, experiences, and motivations of individuals. It seeks to explore complex concepts that cannot easily be quantified, providing rich, descriptive data through methods such as interviews, focus groups, and open-ended surveys. This approach is particularly valuable in fields like marketing, where understanding consumer attitudes, feelings, and behaviors can inform strategies and decisions.

By focusing on opinions, qualitative research sheds light on why people think or feel a certain way, rather than just what they think or the numbers that represent their choices. This depth of insight is crucial for developing a comprehensive understanding of consumer behavior and preferences, helping organizations tailor their products, services, and marketing efforts effectively.

The other choices present different aspects of the research methodologies. For example, stating that qualitative research focuses on numerical data misrepresents its nature since it primarily deals with non-numeric information. Conversely, quantitative research aims to generate numerical data for statistical analysis, which is primarily used to test hypotheses or measure variables. The statement suggesting that both methods gather the same type of data overlooks the fundamental differences in their approaches and objectives. Overall, choice C encapsulates the essence of qualitative research's focus on understanding opinions.