Don't read research by the numbers

Don't read research by the numbers

Qualitative research uses small, nonrepresentative samples of respondents to help refine concepts, obtain general reactions, learn consumer language or explore new areas of opportunity. Used incorrectly, this technique can be dangerously misleading. Qualitative numbers involve deriving tables and gr...

Ausführliche Beschreibung

Gespeichert in:
Bibliographische Detailangaben
Veröffentlicht in:Marketing News 2000-09, Vol.34 (19), p.25
1. Verfasser: Hellebusch, Stephen J
Format: Artikel
Sprache:eng
Schlagworte:
Focus groups
Marketing
Methods
Qualitative research
Online-Zugang:Volltext
Tags: Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
Beschreibung
Zusammenfassung:Qualitative research uses small, nonrepresentative samples of respondents to help refine concepts, obtain general reactions, learn consumer language or explore new areas of opportunity. Used incorrectly, this technique can be dangerously misleading. Qualitative numbers involve deriving tables and graphs representing numerical data from qualitative research.
ISSN:0025-3790