What is the focus of qualitative research?

The correct answer emphasizes understanding opinions and motivations, which is central to qualitative research. This research approach seeks to gain insights into people's thoughts, feelings, and behaviors through methods such as interviews, focus groups, and open-ended surveys. By focusing on the subjective experiences and interpretations of individuals, qualitative research helps uncover the deeper meanings behind actions and opinions, which cannot be captured through quantitative measures alone.

Understanding the motivations behind consumer behavior, for example, can provide valuable context for marketers designing products or campaigns. This method allows researchers to explore the nuances of human behavior and the social dynamics that influence decision-making.

In contrast, the other options relate more closely to quantitative research, which prioritizes numerical data and statistical analysis. This method is more about measuring and reporting on patterns rather than exploring the underlying reasons behind those patterns.