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QUALITATIVE RESEARCH
A market research method that focuses on obtaining…
QUALITATIVE RESEARCH
A market research method that focuses on obtaining data through open-ended and conversational communication.
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Characteristics
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Textual, audio, and visual data collection
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Explore complex issues and interactions between human, reason for outcomes, and processes
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Findings : Comprehensive, description detailde, holistic
Design: Flexible, emerging
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Data collection approach: Unstructure, free-form
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