Which of the following best describes qualitative data in market research?

• A. Data that involves numerical measurements
• B. Data that is visual
• C. Data involving opinions, feelings, and motivations
• D. Data that is collected automatically by sensors

Answer: (C)

Qualitative data focuses on descriptions and interpretations rather than numbers. In market research, it captures opinions, feelings, and motivations, giving insight into why people think or behave the way they do—often gathered through interviews, focus groups, open-ended surveys, or observations and analyzed for themes and patterns. This helps uncover attitudes, brand perceptions, and underlying needs that numbers alone can’t reveal.

Data involving numerical measurements is quantitative, emphasizing counts, scales, or statistics. Data that is visual isn’t necessarily qualitative on its own and may represent information that could be analyzed in various ways, but it doesn’t define qualitative data. Data collected automatically by sensors is typically quantitative, providing objective numeric readings rather than descriptive, interpretive insights.