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What is Qualitative Research?
| Simply put, qualitative research involves the collection, analysis and interpretation of data that is not subject to precise quantification. It is uncovering the beliefs, attitudes and options that explain the rationale behind how respondents act and the reasons for their actions. |
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Why is Qualitative Research continuing to grow in popularity?
There are a number of factors that contribute to the rapid growth of qualitative research. They include:
- Qualitative research makes it possible to find out why
a consumer reacts in a particular manner. - Through focus group observations, clients are able to
experience “first hand” what their customers are thinking. - Qualitative research supplements and improves the
efficiency of quantitative research. - The cost factor: typically, qualitative research is less
expensive to conduct than quantitative research. - When time is of the essence, information can be gathered
in a relatively short period of time.
Qualitative Research should be considered in the following situations:
- New Product Screening
- Identification of Attitudes Underlying Buying Behaviors
- Evaluation of Advertising Concepts
- Pre and Post Quantitative Issues
- General Background Information on Products and Services
- Consumer Usage Patterns
- Packaginging and Name Screening
- Idea Generation
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