"Qualitative Research in Marketing and Management"

Qualitative research in marketing and management involves exploring and understanding people's attitudes, feelings, motivations, and behaviors through non-numerical methods. It helps businesses grasp why customers make certain choices and how they perceive brands or products. Methods include interviews, focus groups, and observations, providing in-depth insights that guide decision-making. Unlike surveys with numbers, qualitative research focuses on the context and stories behind the data, enabling companies to develop more meaningful strategies and improve customer experience based on a richer understanding of human perspectives.