Qualitative Marketing Research

Qualitative marketing research is a set of research techniques, used in marketing and the social sciences, in which data is obtained from a relatively small group of respondents and not analyzed with statistical techniques. This differentiates it from quantitative research in which a large group of respondents provide data that are statistically analyzed.
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marketing research which is not generally quantifiable; research which seeks insights into a marketing situation but which does not require statistical accuracy. Qualitative research techniques include focus groups, depth interviews and projection techniques such as free associations, psychodrawing and psychodrama. See Quantitative Marketing Research.