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27 mins, 1996

All kinds of organisations use marketing research to help them make decisions.

Quantitative research is about amassing numerical data. This can take the form of primary research (compiling data, questionnaires and telephone surveys) or secondary research (using existing sources of information).

Qualitative research is more exploratory and attempts to discover why customers do what they do. A popular form of qualitative research is the focus group, where people are encouraged to discuss their feelings about particular topics or products. But, in the final analysis, what’s the real value of marketing research?