Final answer:
Kodetra is conducting qualitative marketing research by interpreting consumers' blog postings to understand their subjective views and preferences.
Step-by-step explanation:
If Kodetra is interpreting consumers' blog postings on the Internet to gain insight into their thoughts, feelings, and preferences, this is best described as qualitative marketing research. This type of research often involves methods such as in-depth interviews, focus groups, and analysis of content sources, which are used to gather rich, descriptive data.
Unlike quantitative data which can be measured and numerically analyzed, qualitative data consists of subjective interpretations that are harder to organize and tabulate, providing an in-depth look at consumer behavior that is less structured.