Question
Qualitative research
Answer :
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Qualitative research is an exploratory method used in marketing research to understand consumers' attitudes, beliefs, motivations, perceptions, and behavior. It focuses on collecting non-numerical data and provides deep insights into why consumers think and act in a particular way. Unlike quantitative research, which measures and quantifies data, qualitative research seeks to understand the underlying reasons behind consumer decisions. This research is generally conducted when the problem is not clearly defined or when marketers need to explore new ideas, identify customer needs, or develop hypotheses for further study. It is especially useful in new product development, brand positioning, advertising evaluation, and customer satisfaction studies. The major
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