Kayla Is Engaged in Research That Seeks to Explain the Inner

Multiple Choice

Kayla is engaged in research that seeks to explain the inner meanings and motivations associated with purchasing clothing. She records and analyzes the words that consumers use to describe events and observes shoppers in stores. From that, she develops an understanding of what motivates shoppers. What type of research is Kayla performing?

A) quantitative research
B) interpretive research
C) soft research
D) sociological research
E) independent research