ABSTRACT
According to ESOMAR (2009) Qualitative research accounts for 14% of total
research expenditure worldwide. Here 9% of this comes from group discus-
sions and 3% from depth interviews the remainder is accounted for by a
variety of other techniques. It is growing in importance as marketing profes-
sionals recognise its vital role in providing depth of understanding about
customers and their behaviour. This unit will introduce you to the methods
used in qualitative research and the major applications supported by this
methodology.
