USES OF QUALITATIVE RESEARCH TECHNIQUES

Uses of Qualitative Research Techniques

Uses of Qualitative Research Techniques

Qualitative research has become the glamour end of the market research business. Politicians rely on the focus group to test new policies and to keep track of public opinion, big companies test products and adverts to see if their message is getting across and their products are meeting the needs of their customers. Quantitative research with its formalised questionnaires, statistics and measurements is the dry measuring tape to the dash of the qualitative scissors in the marketing tailor's sewing box.

The qualitative researcher is a detective looking for clues ...