Which of the following best describes qualitative research?

Qualitative research is primarily concerned with understanding the underlying motivations, opinions, and attitudes of individuals. It focuses on gathering deep insights rather than numerical data. By using methods such as interviews, focus groups, and open-ended surveys, qualitative research seeks to explore the reasons behind consumer behavior and preferences, which allows researchers to gain a nuanced understanding of how and why people think and feel in certain ways. This approach is crucial for businesses looking to create products or marketing strategies that resonate with their target audience. In contrast, the other options are centered around quantitative aspects, such as statistics and numerical measurements, which do not capture the depth of thoughts and feelings that qualitative research aims to uncover.