TITLE

Qualitative research isn't marketing research; new name may promote proper use of tools

PUB. DATE
January 1982
SOURCE
Marketing News;1/22/1982, Vol. 15 Issue 15, Special section p9
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article presents the views of Jennifer Stewart, Senior Vice President-Director of Research at New York-based Ogilvy & Mather Ltd., on qualitative research being wrongly used in reference to marketing research. Qualitative research is a discovery technique that reveals the liking of people for different things while quantitative research is definitive and confirmative. Qualitative research plays a role in marketing development and in creative development and not in marketing decisions and creative decisions.
ACCESSION #
19212822

 

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