Marketing research: Qualitative research Flashcards
1
Q
What is qualitative research?
A
Marketing research into things that cannot be quantified or expressed in numbers
2
Q
What is a focus group?
A
Skilled researcher with a group of people from a target market
3
Q
What are the key things the focus group leader will notice during the session?
A
What is said
What’s NOT said
Non-verbal communication, e.g. body language
4
Q
What does the focus group leader do to start discussion?
A
Play devil’s advocate
