Qualitative research is now
widely used, both in local markets and internationally, and is
increasingly influential in modern marketing and social policy-making.
Its methodologies, analytic
tools and philosophy however, are different from those of quantitative
or survey research, which traditionally has provided guidelines for the
Market Research Industry as a whole. Whether a focus market research
group study or online survey or other methods, ultimately all market
research survey methods belong to either one of the categories –
qualitative market research surveys or quantitative market surveys.
