What is the focus of qualitative data analysis?

The correct focus of qualitative data analysis is on examining non-numerical data for insights. This method is primarily concerned with understanding the underlying meanings, experiences, and concepts conveyed through textual, visual, or auditory data. Unlike quantitative analysis, which relies heavily on numbers and statistical techniques, qualitative analysis seeks to capture the richness of human experience and perspective.

By focusing on non-numerical data, researchers can identify patterns, themes, and narratives that provide depth to their understanding of a subject. This approach is particularly useful in marketing research, where understanding customer motivations, attitudes, and behaviors cannot be fully captured through numerical data alone.

In contrast, analyzing numerical data or comparing sales figures pertains to quantitative data analysis and focuses on statistical methods of interpretation, which does not capture the nuanced insights that qualitative analysis aims to uncover. Additionally, forecasting market trends typically relies on historical data and quantitative metrics rather than the subjective insights derived from qualitative methods.