QUALITATIVE MARKETING RESEARCH

Negative and Positive Aspects of Using Qualitative Marketing Research

Negative and Positive Aspects of Using Qualitative Marketing Research

Negative Aspect

Qualitative data does not provide objective insights regarding the marketing research conducted. When the marketer or the researcher wants to know that how many individuals will respond in a certain manner or how many individuals hold a certain view or opinion regarding a matter of concern. The results obtained from a qualitative marketing research are not projectable. They cannot be used to make a generalisation about the large population on the basis of the data collected from the small group of population. ...