Qualitative Research

qualitative vs. quantitative marketing researchDefinition

Qualitative research collects detailed descriptions of an event or situation with the aim of uncovering new insights and understanding.

In marketing, qualitative research is often used to uncover factors that influence people’s behavior through focus groups, interviews, and open-ended questionnaires.

Insights gathered through qualitative research can be used to create hypotheses which are then tested through quantitative research.


  1. Universal Marketing Dictionary Project, 2023.

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