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Qualitative marketing research involves a natural or observational abnormal pangit examination of the philosophies that govern consumer behavior. The direction and framework of the research is often revised as new information is gained, allowing the researcher to evaluate issues and subjects in an in-depth manner. The quality of the research produced is heavily dependent on the skills of the researcher and is easily influenced by researcher bias.
Qualitative marketing researchers collect data ranging from focus group, case study, participation observation, innovation game and individual depth interview. There are opportunities to conduct focus groups with the use of focus group software. Non-verbal cues, which may contradict the views participants articulate, are important and can easily be missed if the researcher is not familiar with visual cues, body language and other non verbal cues.
Qualitative case study methodology provides tools for researchers to study complex phenomena within their contexts. Because it only studies one case, so it is very up-close, in-depth. Customer behaviour is a good example for qualitative market research.