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Qualitative Market Research

Qualitative research encompasses a familiy of approaches, methods and techniques for understanding and throughly documenting attitudes and behaviour. It crosses a variety of disciplines and perspectives in the social sciences, including anthropology, semantics, linquistics, sociology and psychology. It is applied as a research approach in a wide range of practice areas including politics, health sciences, education and marketing. Qualitative methods provide a necessary and complementary perspective on human behaviour. When used properly, qualitative inquiry can address numerous strategic information needs, such as creative ideation for new product development, conception and evaluation of market or communications tactics and insights into the culturally-based preferances of various racial and linquistic minorities. In global studies, qualitative analysis provides a microscope for assesing variations in product usage based on differences in local tradicions and tastes.

qualitative methods; market; qualitative research

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