Qualitative & quantitative research

IB Business Management: Qualitative & quantitative research

Qualitative research is a category of market research based on the opinions of participants. It creates detailed and non-numerical information. The results of are typically descriptive in nature and aim to reveal the preferences of the research subjects (participants). Qualitative research is considered with discovering “why?” – why people do certain things, why they prefer one thing over another, or why they might...


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