WHY QUALITATIVE RESEARCH?

The role of qualitative research in marketing decision-making is well established. It is qualitative research that generates the hypotheses that quantitative research seeks to validate. It is qualitative research that gives texture and meaning to quantitative data. Quantitative research may answer the question “how many”, but it is qualitative research that answers the questions “how” and “why”. It informs and guides decision-making throughout the marketing process.

If you want to learn more about qualitative research or why it is important to hire a professional moderator, explore the links on this page. They will take you to the sites of professional research organizations.

• What is qualitative research?
• When should it be used?
• Frequently asked questions about qualitative research
• Information on qualitative research from the AQR
• Why should I use a professional moderator? (pdf)