In addition to discovering new insights, another major goal of qualitative marketing research is:a. discover causal inferences.b. discover statistical results.c. discover measures.d. discover meanings.
d. discover meanings.
The correct answer is d. Discover meanings.
Qualitative marketing research is a research method that aims to understand the subjective experiences and behaviors of individuals and groups. The primary goal of qualitative marketing research is to gain rich, in-depth insights and understanding of why people do what they do, how they feel, and what they think.
In addition to discovering new insights, another major goal of qualitative marketing research is to discover meanings. Qualitative research is particularly valuable because it enables researchers to explore the meanings that people attach to brand names, products, and services. This is important because understanding the meanings that people associate with specific products and services can inform marketing strategies that target consumers more effectively.
While qualitative research can be used to generate hypotheses, it is not designed to discover causal inferences or statistical results. Instead, qualitative research offers a more exploratory approach to understanding human behavior and attitudes that can subsequently be tested in quantitative research studies. Qualitative research can also be used to develop or refine measures used to assess attitudes, behaviors, and other constructs, but this is not its primary goal.
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