FORMATIVE

A local clothing brand claims that using fair labor practices has increased customer loyalty. A researcher wants to understand how customers feel about the brand’s ethical policies and how those feelings influence repeat purchases. Which qualitative method is most appropriate?

• Count how many shirts are sold per day

• Observe how customers enter the store

• Conduct open-ended interviews with customers

• Measure the store’s electricity usage

A school-based food stall introduced biodegradable packaging. The researcher wants to document how students react when receiving their food and how peers respond to the packaging during lunchtime.

Which method should the researcher primarily use?

• Structured survey with yes/no questions

• Qualitative observation with detailed field notes

• Sales computation

• Multiple-choice questionnaire

A transport company claims that treating drivers fairly has improved service quality. A researcher wants to explore drivers’ lived experiences and how ethical treatment affects their motivation. Which qualitative approach is most appropriate?

 

• Count the number of passengers daily

• Interview drivers using open-ended questions

• Record the number of vehicles

• Distribute a ranking checklist

A researcher wants to understand how customers behave differently inside a socially responsible café compared to a regular café. The focus is on atmosphere, interaction patterns, and emotional tone. Which method is most aligned with qualitative research?

• Measuring daily revenue

• Observing customer interaction and writing thick descriptions

• Counting chairs and tables

• Administering a true-or-false test

. A researcher observes that customers often take photos inside an eco-friendly café and post them on social media. The researcher then interviews selected customers about why they choose to post about this café. Why is using both qualitative observation and interview appropriate in this case?

• To increase numerical data

• To combine behavioral evidence with personal meaning

• To shorten the research

• To avoid ethical considerations