qualitative research
| Research that relies on opinions and beliefs rather than statistical data. Qualitative research usually involves interviews with small sample groups from target markets. These are often conducted by a sociologist or psychologist who endeavours to ascertain the motivation for decisions made by individuals within the group. Why, for example, does one person buy one brand of coffee instead of another? Although expensive to conduct, qualitative research enables companies to keep in touch with their customers' needs. |
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