Question

Comment on the following remark by a business consultant: “Qualitative exploration is a tool of research and a stimulant to thinking. In and of itself, however, it does not constitute business research.” Maximum 400 words

Answer 1

Q: Comment on the following remark by a business consultant: “Qualitative exploration is a tool of research and a stimulant to thinking. In and of itself, however, it does not constitute business research.” Maximum 400 words

A: Qualitative exploration focuses solely on the collection and collation of consumer and business perception data as compared to quantitative research that is focused on the collection and collation of statistics figures and numerical data. Qualitative exploration is also used as a marketing tool and as a research tool it is concerned with the collection of thoughts, feelings/experiences, and views from consumers to plan and ascertain promotional activities and launch products based on consumer feedback on experiences and preferences. Qualitative exploration, however, does not provide a complete, logical, and analytical data to analyse because unlike quantitative data it does not contain definite information on actual numbers, statistics, and cannot be used to predict future based on past and current trends in terms of sales figures, etc., and therefore taken by itself does not constitute business research.