RW Humes & Company

qualitative marketing research

Qualitative marketing research is a research technique where a relatively small group of respondents are interviewed to obtain data and information about a specific topic of interest.

Qualitative research methods are used to define a problem, generate hypotheses and identify determinants. They are used primarily as a prelude to quantitative research.

Advantages

Inexpensive and fast.
Facilitates probing below the surface for affective drivers and subconscious motivations.

Disadvantages

Results cannot be generalized to the whole population because of the low number of respondents involved.
Results can be skewed by the experience and bias of the interviewer.

How we do it...

In-depth personal interviews
In-depth telephone interviews
Internet-assisted interviews

Tools

qualitative marketing research