Which type of research explores ideas, perceptions, and behaviors?

Qualitative research is specifically designed to explore subjective experiences, ideas, perceptions, and behaviors. This type of research focuses on understanding the underlying reasons and motivations that drive consumer actions. Through methods like interviews, focus groups, and open-ended surveys, qualitative research allows for in-depth exploration and provides rich insights into how and why people think and act in certain ways.

In contrast, quantitative research primarily deals with numerical data and seeks to quantify attitudes, opinions, and behaviors to identify patterns and relationships. While this type of research is very useful for measuring the extent of certain trends or behaviors, it does not delve deeply into the motivations behind those numbers.

Analytical and statistical research encompass the processes and techniques used to interpret data, often relying on quantitative approaches, but they do not specifically target the exploration of ideas or perceptions. Thus, while they are useful in handling data analysis, they do not capture the qualitative nuances that are central to understanding consumer behavior in depth.