Qualitative market research gathers in-depth insights into consumer behaviour, preferences, and influences by exploring their attitudes and feelings. Unlike quantitative research, which relies on numerical data, qualitative research collects non-numerical information through techniques such as interviews, focus groups, and observations.
This type of research helps businesses understand the reasons behind consumer decisions, providing a deeper understanding of the market. In GCSE Business, understanding qualitative market research is important because it highlights how businesses can learn more about their customers and adapt their products to meet consumer needs effectively.
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