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Qualitative
research is conducted with small (sometimes
highly defined) samples and
done for the purpose of gathering detailed
information. The objective is to get a feel
for consumers’ attitudes and behavior.
This type of
research may be used to develop a
new
concept or
test products,
brands, and
creative for advertisements, etc. Portland Research
Group’s qualitative reports include verbatim
quotes, summaries of verbal responses, and
recommendations based on qualitative
insights. |
