qualitative research


qualitative research
/ˌkwɒlɪtətɪv rɪ'sɜ:tʃ/ noun
research based on finding the opinions and attitudes of respondents rather than any scientifically measurable data
Qualitative research can be used to ascertain consumers’ attitudes to a new advertising campaign.
Qualitative research will not give objective information.

Marketing dictionary in english. 2015.

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