Which of the following is NOT a characteristic of qualitative research?

Qualitative research is fundamentally aimed at exploring and understanding complex phenomena through non-numerical data. It focuses on gathering in-depth insights into people's thoughts, feelings, and motivations, which is often achieved through interviews, focus groups, or open-ended surveys.

The emphasis on understanding underlying reasons is a hallmark of qualitative research, as it seeks to uncover the ‘why’ behind various behaviors or opinions. Similarly, the use of relatively small sample sizes is typical because qualitative studies prioritize depth of information over breadth, allowing researchers to engage more thoroughly with each participant's perspective. In-depth analysis of attitudes and opinions is another essential characteristic, as this type of research examines subjective experiences rather than quantifiable metrics.

In contrast, the presence of numerical data, which is often associated with quantitative research, does not align with the primary focus of qualitative research, as it fundamentally relies on narrative and descriptive data rather than statistical or numerical analysis. This differentiation is crucial for understanding the methodologies and implications of research in fields such as fashion merchandising, where consumer behavior and trends are often explored qualitatively.