Final answer:
Personalization in interactive marketing refers to customizing content and user experiences based on individual preferences, using qualitative data from detailed surveys.
Step-by-step explanation:
Personalization in the context of interactive marketing means creating or modifying content to suit individual user's preferences or needs. This concept is embodied in examples such as serving web content that is customized to individual needs, receiving direct marketing materials tailored to personnel preferences, or having products like jeans made to specific individual measurements.
Techniques involving qualitative data, such as detailed user surveys, enable companies to garner insights into personal religious beliefs, political views, goals, or morals. This information helps firms to personalize user experiences more effectively. In contrast, quantitative data collected may offer more structured and numerically oriented insights but less of the richness provided by personalized qualitative feedback.