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Answer» A qualitative RESEARCH study is appropriate when you need to tap into the hearts and minds of the customer.
A highly subjective research discipline, qualitative research is specifically designed to look "beyond the PERCENTAGES" to gain an understanding of the customer's feelings, impressions and VIEWPOINTS. Such intuitive, highly subjective personal input can only be obtained through qualitative research.
Strengths:
- Small samples, sharp focus: Qualitative research is laser-focused, dealing only with smaller samples.
- Probing interviews: Expert moderators, unencumbered by the time constraints of a quantitative survey, use a multitude of techniques during lengthy interviews to obtain in-depth information.
- Rich responses: The interviews, which last as long as two hours, allow the moderator to ELICIT extremely candid, highly complex responses.
A qualitative research study is appropriate when you need to tap into the hearts and minds of the customer.
A highly subjective research discipline, qualitative research is specifically designed to look "beyond the percentages" to gain an understanding of the customer's feelings, impressions and viewpoints. Such intuitive, highly subjective personal input can only be obtained through qualitative research.
Strengths:
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