Even with problems, qualitative research helps explore, develop, evaluate concepts

Bengston, Roger
January 1982
Marketing News;1/22/1982, Vol. 15 Issue 15, p23
Trade Publication
The article focuses on the importance of qualitative research which forms the basis for important marketing decisions. Qualitative research can be used to see where consumers place a product or how they structure it. Qualitative research is also used to learn how a concept fits the consumers frame of reference. The dilemma in concept research is that weak concepts might be selected and good concepts might be rejected. A true product concept provides the direction for product development. The concept is important for entire marketing plan. It is true that consumers do not buy physical entities, they buy the perception and promise of the physical entity.


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