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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  • marketing research — The systematic collection and analysis of data to resolve problems concerning marketing, undertaken to reduce the risk of inappropriate marketing activity. Data is almost always collected from a sample of the target market, by such methods as… …   Big dictionary of business and management

  • Marketing research process — is a set of six steps which defines the tasks to be accomplished in conducting a marketing research study. These include problem definition, developing an approach to problem, research design formulation, field work, data preparation and analysis …   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

  • Quantitative marketing research — is the application of quantitative research techniques to the field of marketing. It has roots in both the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive process in which both the buyer and… …   Wikipedia

  • Master of Marketing Research — (MMR or M.M.R.) is a graduate degree program that may be from one to three years in length. About 75 percent of the fulltime programs can be studied in about one year while part time Masters in Marketing are studied besides the job and usually… …   Wikipedia

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  • Qualitative research — Sociology …   Wikipedia


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