It's important for companies to
gain a personal understanding of
their customers and target
market in order to maintain a
successful and profitable
business. Qualitative research
is an essential tool that will
quickly and easily help
companies analyze unstructured
information that is gathered
through interviews, open-ended
survey questions, or feedback
forms so that they can measure a
consumer's purchasing behavior,
motivations, and attitudes.
Using qualitative research
methods focuses on the "why" and
intends to figure out more than
just numerical data.