What differentiates qualitative research from quantitative research?

Qualitative research is fundamentally different from quantitative research in its focus and approach. It emphasizes the exploration of subjective experiences, feelings, and perceptions. This type of research is often concerned with understanding the "why" and "how" behind behaviors, rather than just the "what" or "how many." Qualitative methods include interviews, focus groups, and open-ended surveys that capture rich, detailed insights into individuals’ thoughts and experiences.

By focusing on subjective experiences, qualitative research provides depth and context that contributes to understanding complex social phenomena, making it invaluable in marketing for exploring consumer behavior, motivations, and attitudes. Unlike quantitative research, which seeks to measure and analyze data in numerical form, qualitative research does not prioritize statistical representation but instead seeks to convey deeper understanding. This is why the option highlighting the exploration of subjective experiences is the correct answer.