Benefits of Qualitative Research

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In: Qualitative Market Research

By: Hy Mariampolski Published: 2001
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Benefits of Qualitative Research

When clients commission a qualitative research study, they usually expect a number of substantive and practical advantages.

Deeper understanding through confrontation with the consumer

Qualitative research is a strategy for going beneath the surface. It yields a holistic overview of consumer behavior which provides insights into emotions and motivations. Most importantly, ...

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