Resource planning

Marketing

Question $4(1$ point$)$

Malik Johnson is engaged in research that seeks to explain the inner meanings and motivations associated with customers' purchase of clothing. He records customers' words and observes their interactions as they shop. Through his observations, he develops an understanding of what motivates shoppers. Which of the following types of research is Malik conducting?

Quantitative research

Predictive analytics

Quasi$-$experimental analytics

Interpretive research