Qualitative marketing research is a method used to gather non-numerical data to understand consumer behaviors, opinions, motivations, and attitudes. Unlike quantitative research, which focuses on numerical data and statistical analysis, qualitative research emphasizes understanding the underlying reasons and feelings behind consumer actions. Key characteristics of qualitative marketing research include: 1. **Exploratory Nature**: It is often used in the early stages of research to explore new ideas, concepts, or understand complex issues.
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