ABSTRACT
The qualitative (or ‘soft’) tools used in strategic analysis differ from their quantitative counterparts in terms of the underlying methodology that does not produce a numerical summary measure. In fact, the output of qualitative analysis can be represented flexibly by means of a multitude of logical schemes and explanatory diagrams of a descriptive nature. Qualitative methodology has important uses in strategic analysis, enabling the analyst to understand the essential characteristics of the phenomenon under investigation and to organize the mass of data, whilst remaining readily adapt-able to the specific needs of the project.
