Qualitative market research is conducted with a very small number of respondents, either in groups or individually, to gain an impression of their beliefs, motivations, perceptions and opinions. Frequently used to gather initial consumer needs and obtain initial reactions to ideas and concepts. Results are not representative of the market in general or can necessarily be projected to whole market. Qualitative marketing research is used to show why people buy a particular product, whereas quantitative marketing research reveals how many people buy it.
Learn more New Product Definitions, please see the NPD Glossary.
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