In management analysis, how is qualitative data primarily used?

Qualitative data is primarily used in management analysis to understand complex behaviors and trends because it provides insights that are not easily captured through numerical data alone. This type of data includes subjective information such as opinions, motivations, emotions, and experiences, which can be critical for interpreting the context of a situation or problem.

For example, qualitative approaches such as interviews, focus groups, or open-ended survey responses allow analysts to delve deeper into how individuals perceive a company's policies, culture, or products. This depth of understanding can illuminate patterns and themes that quantitative data might overlook, such as employee morale or customer satisfaction, which are vital for informed decision-making.

In contrast, the other options do not align with the core purpose of qualitative data. Quantifying financial benefits, evaluating numerical statistics, or attempting to replace quantitative methods does not reflect the essence of qualitative analysis, which is to provide a richer, more nuanced perspective that complements numerical data rather than eclipses it.