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

January 1982
Marketing News;1/22/1982, Vol. 15 Issue 15, Special section p9
Trade Publication
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.


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