Which of the following is considered a qualitative method?

The correct choice for identifying a qualitative method is focus groups. Qualitative methods are characterized by their focus on understanding human experiences, perceptions, and motivations through in-depth analysis of non-numerical data.

Focus groups involve gathering a small group of participants to discuss specific topics, providing insights into attitudes, feelings, and behaviors. This method allows for rich, detailed responses and encourages interaction among participants, which can reveal deeper insights than quantitative data alone.

In contrast, surveying a large group tends to be a quantitative method primarily aimed at collecting numerical data that can be statistically analyzed. Statistical analysis itself is also a quantitative approach, focused on interpreting numerical data to identify patterns or trends. Case studies provide a comprehensive examination of a particular instance, situation, or group, and while they can contain qualitative elements, the depth and detailed context can sometimes overlap with qualitative and quantitative approaches. However, they are typically more focused on individual cases rather than the broad insights produced through focus groups.

Understanding the characteristics of qualitative versus quantitative methods is crucial in strategic communication, especially in applying the right techniques to gather needed insights effectively.