What is an example of qualitative research?

Qualitative research is focused on understanding underlying reasons, opinions, and motivations rather than quantifying data. It often involves gathering non-numerical data to explore concepts, themes, and depth of understanding.

Focusing on focus groups as an example of qualitative research is appropriate because they facilitate open discussion among participants, allowing for the collection of diverse insights and perceptions about a specific topic. Through group interactions and discussion, researchers can gain a rich, nuanced understanding of participants’ attitudes and feelings, which can lead to more in-depth findings than traditional quantitative methods. The flexibility of focus groups enables moderators to explore new ideas that might arise during discussions, providing valuable context that can inform further research or marketing strategies.

In contrast, the other options primarily focus on quantitative or numerical analysis, which does not align with the fundamental characteristics of qualitative research. Surveys with numerical data, market trend analysis, and sales data review are centered on measurable, statistical information rather than the lush, descriptive insights that qualitative research seeks to uncover.