Qualitative Research: defined by the Sticky-Marketing.com monthly magazine |
|
Qualitative Research, dealing more with the perceived qualities of something much marketing research will be qualitative, for examples when asking people in a market how they perceive a brand or product, researchers will try to elicit the values and feelings that individuals percieve th brand to have.
Is brand X a higher quality than brand Y?
Does brand X appear more fashionable than Brand Y?
There are no empirical measurements of quality or fashion, yet if these factors are important to your product and brand positioning you have to research how your customer base perceives the product against these and how your product is positioned relative to its competition. Qualitative research is particularly important when you are trying to ensure that your offering is positioned where you want it relative to other offerings in the market. Example: If you are trying to sell a higher quality offering for a higher price yet the market percieves your offering to have inferior quality, your price will be perceived as inconsistently high by your potential customers who do not see any greater quality than the competing offering. 17/08/2001 Use your browser back button or
click here to visit the Sales & Marketing Glossary of Terms
| 
Home