What type of measurements are used in qualitative analysis?

• A. Subjective measurements
• B. Objective metrics
• C. Numeric data
• D. Standardized tests

Answer: (A)

Qualitative analysis emphasizes describing qualities, meanings, and contexts, so measurements rely on perceptions, judgments, and interpretations rather than numbers. This means subjective measurements are used, capturing how people feel, what they report, and how researchers interpret those descriptions. For example, coding interview responses into themes or noting mood and context involves interpretive judgment rather than precise numerical scores. The other options point to measurements aimed at objectivity and comparability in quantitative work, which isn’t how qualitative analysis typically operates.