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Qualitative Measurement

What are the advantages of qualitative measurements when doing marketing research? What are the disadvantages?

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Qualitative research methodologies used in social marketing are designed to provide the researchers with the information they need when target audience members are immersed in a situation and are directly interacting with them. Most qualitative methods in marketing research include observations, focus groups and in-depth interviews. They are designed to assist the researchers in interpreting the meaning underlying behaviors, social phenomena, and to elucidate mental processes. During the data collection and analysis, hypotheses are generated and the measurement is subjective instead of objective. The researcher becomes the instrument in collecting information and the results vary depending on who ...

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The advantages and disadvantages of qualitative measurements in social marketing. References are included.