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qualitative marketing research


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*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.

Subjects: Business and Management.


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