Qualitative marketing research
Qualitative marketing research is a set of research techniques, used in marketing research and the social sciences, in which data is obtained from a relatively small group of respondents, and not analyzed with statistical inferences (inferential statistics).
This differentiates it from quantitative marketing research, which is analyzed for statistical significance for marketing purposes.
See also
- Focus group
- Innovation game
- Online panel
- Qualitative data analysis
- Qualitative psychological research