Which type of research generates non-numeric results that provide detailed verbal or visual information about consumer buying criteria?

A) causal research
B) descriptive research
C) quantitative research
D) qualitative research

Qualitative Research

A method of inquiry that focuses on understanding human behavior and the reasons that govern such behavior.

Non-Numeric Results

Outcomes of an action or research that are qualitative in nature and cannot be measured with numbers.

Consumer Buying Criteria

The specific attributes or factors that consumers consider important when making purchasing decisions, such as price, quality, and brand reputation.