qualitative marketing research
- qualitative marketing research
Marketing research techniques that use small samples of respondents to gain an impression of their beliefs, motivations, perceptions, and opinions. Such unstructured methods of data collection as depth interviews and group discussions are used to explore topics in considerable detail. Qualitative marketing research is frequently used to test an advertisement's effectiveness or to explore new products. See also concept test In general, it is used to show why people buy a particular product, whereas quantitative marketing research reveals how many people buy it.
Big dictionary of business and management.
2014.
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Qualitative marketing research — is a set of research techniques, used in marketing and the social sciences, in which data is obtained from a relatively small group of respondents and not analyzed with inferential statistics. This differentiates it from quantitative analyzed for … Wikipedia
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quantitative marketing research — Marketing research techniques that use large samples of respondents to quantify behaviour and reactions to marketing activities. Typically, a structured questionnaire is used to obtain data that quantifies the numbers and proportions of… … Big dictionary of business and management
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