What is Qualitative Research?
Here at Cogent, our mission is to provide data-driven solutions and strategies that help our clients make more informative decisions regarding their business. In order to achieve this we spend a lot of time doing Qualitative Research. What is Qualitative research you might ask?!
Well, Qualitative research is about finding out the ‘why’, not the ‘how’ of a subject through the use of market research using tools like open ended surveys and discussion groups. Qualitative research isn’t just about numbers but also about learning why people behave a certain way, what their attitudes are, what concerns people have, what motivates people and why, etc.
Have you ever participated in Qualitative Research for a company? Possibly in a focus group?
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Qualitative Market Research is best utilized as an investigative and development bases market research method. Qualitative marketing research consists of research methods, which are used in marketing and other sciences, in which data is collected from a small group and not evaluated with inferential statistics.
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