A Buyer's Guide to Qualitative Research

Abstract

Understanding consumers is of vital importance and commissioning market research is one way of developing that understanding. However, the author argues that quantitative data alone are not sufficient to provide a real understanding of consumers. Qualitative research studies are being increasingly employed in an effort to understand better the world as consumers see it. The article describes the kinds of qualitative research used and their uses.

Citation

May, J. (1984), "A Buyer's Guide to Qualitative Research", Marketing Intelligence & Planning, Vol. 2 No. 2, pp. 67-76. https://doi.org/10.1108/eb045701