Question

________ is an unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting.

• A. Primary research
• B. Qualitative research
• C. Secondary research
• D. Quantitative research

Hint:

“Unstructured + exploratory + small sample” = Qualitative research. “Structured + large sample + statistics” = Quantitative research.

Answer 1

The Correct Option is B

Step 1: Understand the keywords.
- “Unstructured” ⇒ No fixed questionnaires or numerical scales, instead open-ended questions.
- “Exploratory” ⇒ Focus is on understanding phenomena, generating ideas, not testing hypotheses.
- “Small samples” ⇒ Depth over breadth. 
Step 2: Match to research types.
- Primary research refers to any original data collection (can be qualitative or quantitative), so too broad.
- Secondary research uses existing data, not relevant here.
- Quantitative research is structured, large-sample, statistical — opposite of “unstructured, small sample.”
- Qualitative research exactly matches — e.g., focus groups, in-depth interviews, ethnography. \[ \boxed{(b)} \]