Before launching its latest line of health drinks, a beverage manufacturer provided free samples of the health drinks to familie
s. It then conducted a survey with mostly open-ended questions in which the participants were asked about their first impressions about the drinks. This is an example of ________ research.
Qualitative research is a type of research method that involves the collection and evaluation of qualitative data, which are non-numerical. This type of research is naturalistic, which involves having a real standing of things the way they are naturally, in order to have a deep understanding.
Using of open ended questions would make consumers choose their own words, and enable the manufacturer to understand the consumers first impression better.
