ABSTRACT
This unit should take you around 3 hours to complete. You should set aside another 3 hours to
complete the activities outlined throughout the unit.
Qualitative research accounts for between 10 and 15 per cent of total research expenditure in
the UK. It is growing in importance as marketing professionals recognize 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.
