Which of the following is considered a qualitative research method?

Which of the following is considered a qualitative research method?

• A. Focus groups
• B. Surveys
• C. Statistical analysis
• D. Market share analysis

Answer: (A)

Focus groups are considered a qualitative research method because they facilitate in-depth discussions among a small group of participants, allowing researchers to gather insights on attitudes, feelings, and perceptions regarding a product, service, or concept. This method emphasizes the richness of verbal and non-verbal communication and provides a deeper understanding of the motivations behind consumer behavior. In contrast, surveys are primarily quantitative, collecting numerical data that can be statistically analyzed. Statistical analysis involves processing data to derive insights often represented numerically, while market share analysis focuses on quantifiable metrics relating to the position of a company within the market. These approaches provide valuable data but lack the in-depth exploratory nature characteristic of qualitative research methods like focus groups.

Focus groups are considered a qualitative research method because they facilitate in-depth discussions among a small group of participants, allowing researchers to gather insights on attitudes, feelings, and perceptions regarding a product, service, or concept. This method emphasizes the richness of verbal and non-verbal communication and provides a deeper understanding of the motivations behind consumer behavior.

In contrast, surveys are primarily quantitative, collecting numerical data that can be statistically analyzed. Statistical analysis involves processing data to derive insights often represented numerically, while market share analysis focuses on quantifiable metrics relating to the position of a company within the market. These approaches provide valuable data but lack the in-depth exploratory nature characteristic of qualitative research methods like focus groups.