How does qualitative research differ from quantitative research in marketing?

Qualitative research differs from quantitative research primarily in its focus and methodology. In marketing, qualitative research is centered around exploring the underlying motivations, attitudes, and behaviors of consumers. It seeks to understand the "why" behind consumer choices, often utilizing methods such as interviews, focus groups, and open-ended surveys. This approach provides rich, descriptive insights that help marketers to grasp the complexities of consumer beliefs and feelings, which are not easily captured through numerical data alone.

On the other hand, quantitative research is anchored in numerical data and statistical analysis. It typically employs structured methods such as surveys with closed-ended questions, experiments, and observational studies that produce quantifiable results. The strength of quantitative research lies in its ability to provide measurable and statistically significant insights, allowing marketers to identify patterns and trends across a larger population.

This distinction highlights why the selected answer emphasizes qualitative research's focus on motivations and its exploration of consumer experiences, contrasting it with the numerical focus of quantitative research. Understanding this difference is vital for marketers when deciding which research method to use based on their specific objectives and the type of data they seek to uncover.