Qualitative research includes an array of interpretive techniques that seek to describe, decode, translate, and otherwise come to terms with the meaning, not the frequency, of certain more or less naturally occurring phenomena in the social world. Qualitative research methodologies differ from quantitative methodologies based on the focus of the research; its purpose; researcher involvement; sampling design; sample size; research design, including participant pretasking; data source, type, and preparation; methods of data analysis; level of insights and meaning extracted; research sponsor involvement; speed of the research; and data security. A qualitative methodology may be used alone to address marketing problems or in combination with other qualitative or quantitative methodologies.
While qualitative research is being used increasingly because of the methodologies' ability to generate deeper understanding, it still is perceived by many senior-level executives as a stepchild of quantitative data collection. This is primarily due to qualitative research's use of nonprobability sampling, the smaller sample sizes involved, and the nonprojectability of the results to a broader, target population.
Qualitative research is designed to tell the researcher how (process) and why (meaning) things happen as they do. In marketing planning and decision making, qualitative methodologies are used in market segmentation; advertising creative development; new product development, especially concept testing; sales analysis; sales development; package design; brand development and assessment, especially understanding brand value; positioning; retail design; and understanding various processes, including consumers' decision-making processes. In data analysis, qualitative research uses content analysis of written or recorded materials drawn from personal expressions by participants, behavioral observations, and debriefing of observers, as well as the study of artifacts and trace evidence from the physical environment.
Qualitative methodologies used in marketing decision making evolved from techniques used in anthropology, sociology, psychology, linguistics, communication, economics, and semiotics. Common among these strategies are the individual depth interview (IDI) and the group interview, as well as observation, ethnography, action research, and grounded theory. Within group interviews, the focus group is the most widely used methodology. Qualitative research often uses projective techniques, designed to encourage the participant to reveal in detail deeply suppressed attitudes, opinions, feelings, and experiences. Among these techniques are word or picture association, sentence completion, cartoons or empty balloons, the Thematic Apperception Test, imagination exercises, and sorting exercises. Participant preparation and the actual qualitative sessions themselves often include various creativity sessions and exercises.
