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Key Business Analytics by Bernard Marr

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20

Qualitative surveys

What is it?

Where a quantitative survey seeks to ‘quantify’ a topic through numbers and statistics, a qualitative survey looks to ‘qualify’ the response with more subjective opinion. A qualitative survey helps you to understand the underlying reasons and motivations behind a target group’s actions and behaviours.

For example, if you were thinking about changing your corporate livery or branding it would be wise to conduct some qualitative research beforehand to establish how strongly or otherwise your market felt about your current branding as well as the impressions and emotional reactions they have to the new branding.

Potentially you get access to much more nuanced and detailed information about how a target group ...

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