What type of data does qualitative analysis focus on?

Qualitative analysis primarily focuses on understanding the underlying qualities, attributes, and meanings behind the data rather than measuring them numerically. This type of analysis often involves textual or descriptive data, such as interview transcripts, open-ended survey responses, focus group discussions, and other forms of non-numerical information. The emphasis here is on capturing the richness of human experience and insights that can inform marketing strategy and decision-making.

Qualitative data allows researchers to explore participants' thoughts, feelings, and motivations in depth, which provides valuable context that quantitative data alone may not reveal. It is particularly useful in understanding consumer behavior, attitudes, and perceptions.

In contrast, the other options listed focus on quantitative or structured data, which typically deal with numerical information or specific metrics, failing to capture the subjective insights that qualitative analysis seeks to unveil. This distinction highlights why textual or descriptive data is the correct focus for qualitative analysis.