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Qualitative Market Research Introduction

Course video 2 of 43

In this module, you will be able to define qualitative research and distinguish it from quantitative research. You will be able to practice choosing from various methods for conducting qualitative research, recognize limitations of qualitative research, avoid associated risks and confidently decide to use qualitative market research when it is appropriate given a business question. You will be able to distinguish good and bad qualities for a qualitative researcher and be able to start secondary research for a qualitative investigation of a problem or project.

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