What type of measures focus on non-numerical data, such as customer satisfaction?

Qualitative measures focus on non-numerical data, making them particularly useful for assessing aspects like customer satisfaction, opinions, experiences, and feelings. This type of measurement employs various methods such as interviews, open-ended survey questions, and focus groups to gather insights that cannot be quantified. These rich, narrative forms of data provide deep understanding and context, which are not captured by numerical data.

In contrast, quantitative measures deal with numerical data that can be measured and analyzed statistically. They are valuable for measuring things like sales numbers, production rates, and other metrics that can be counted or categorized.

Descriptive measures typically refer to methods used to comprehensively describe and summarize data, which can include both qualitative and quantitative data, but do not specifically focus on non-numerical aspects.

Comparative measures often involve assessing or evaluating differences between groups or entities and usually rely on quantitative data to make those comparisons.

The focus on gathering insights related to perceptions and experiences means that qualitative measures are essential for understanding customer satisfaction, making them the correct choice in this context.