Which of the following describes qualitative data?

Qualitative data is primarily characterized by its focus on non-numeric information that captures the qualities or traits of a subject. In this context, narrative descriptions are essential because they provide insights into perceptions, feelings, and experiences, often expressed in words rather than numbers. This type of data is crucial in understanding consumer behavior, preferences, and motivations, as it allows marketers to explore the underlying reasons behind certain trends or opinions.

Narrative descriptions often involve detailed observations, interviews, or open-ended survey responses that convey a story or context, offering richer insights than numerical data alone. This approach helps marketers explore complex phenomena that cannot be easily quantified, facilitating a deeper understanding of market dynamics.

The other options include types of data that focus on numerical representations or statistical analysis, which do not align with the qualitative nature of narrative data. Narrative descriptions thus stand out as the primary representation of qualitative data.