Which of the following attributes best describes qualitative research?

Qualitative research is best characterized by its focus on understanding the underlying reasons, opinions, and motivations behind human behavior. Behavioral observation falls directly in line with this approach, as it involves watching how individuals act in different contexts, thus providing insights into their attitudes and feelings. This method captures the nuances of consumer behavior that purely quantitative methods might overlook, making it particularly valuable for gaining a deeper understanding of customer experiences and preferences.

In contrast, statistical analysis primarily deals with quantitative data and numerical findings, which do not effectively capture the qualitative aspects of human behavior. Survey sampling, while it can include qualitative elements, often emphasizes quantitative results and the statistical validity of findings rather than the exploration of deeper insights. Market share expansion focuses on business metrics and growth strategies, which is more aligned with quantitative or strategic analysis rather than qualitative insights.