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Qualitative Research
We believe sound qualitative research is a vital component in decision-oriented
marketing research. It is especially useful in developing hypotheses about consumer
motivations and in helping us understand a topic from
the consumer's perspective, in the consumer's own language.
Qualitative research, which is characterized by free-ranging,
open-ended interviews among a limited number of respondents, is primarily an
exploratory and/or a motivational technique. It is used to identify important
marketing variables and to suggest the relationships among those variables, so
that quantitative techniques can be utilized.
We emphasize
nondirective
and
projective
interviewing techniques in our qualitative investigations because we believe
these methods produce the most inclusive and unbiased results. Everyone in
Client Service at Decision Analyst is trained in focus group moderating and/or
depth interviewing techniques.
Our qualitative research is marketing-oriented (as opposed to a psychological
or sociological orientation). We emphasize questions and issues of marketing
significance in our qualitative investigations and analyses. Decision Analyst
offers both in-person and online qualitative research services.
Decision Analyst offers in-person qualitative
research, online qualitative research,
and online ethnography.
Additional Resources From Decision Analyst
If you would like more information on Qualitative Research, please
contact
Gwen Ishmael
by email or call
1.800.ANALYSIS (262.5974).
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