What type of research seeks to find in-depth, open-ended responses?
A. Quantitative
B. Marketing
C. Chi square
D. Experimental
E. Qualitative
Answer: (E) By definition, qualitative research seeks to find in-depth, open-ended responses to questions posed. This type of research tries to elicit thoughts respondents may have about a particular topic without giving too many guidelines. Quantitative research (A) seeks structured responses that can be summarized and generalized to populations; thus, this response is incorrect. Marketing research (B) includes both quantitative and qualitative data, and is too broad a category. Chi square (C) is also incorrect. This is a statistical technique used to help summarize quantitative data. Experimental (D) is also incorrect. In an experimental setting the researcher would generally use quantitative data.