Qualitative measurement is typically used to assess what type of data?

Qualitative measurement is primarily used to assess customer behavior and opinions, which involves gathering non-numerical insights that reveal how customers feel, think, and experience products or services. This type of measurement focuses on understanding subjective aspects such as motivations, preferences, and perceptions, which often provide deeper insights into consumer attitudes that cannot be quantified numerically.

In contrast, the other options represent quantitative data or metrics, which are numerical and can be measured directly. There's numerical data related to sales, which provides statistical figures that reflect performance but do not delve into the underlying reasons behind that performance. Market share trends indicate performance over time with numerical data and percentages without necessarily providing insights into customer sentiments. Advertising reach and frequency focus on how many people see an advertisement and how often they see it, which again is quantitative and does not capture the qualitative nuances of consumer reactions and feelings towards the advertising. Thus, qualitative measurement is uniquely suited for exploring the more complex, subjective elements of customer behavior and opinions.