Meaning of “qualitative research” in the English Dictionary

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"qualitative research" in Business English

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qualitative researchnoun [ U ]

uk us

MARKETING a type of market research that aims to find out people's opinions and feelings rather than information that can easily be shown in numbers:

If you want to understand the perspective of somebody else, you will first need to employ qualitative research methods.

(Definition of “qualitative research” from the Cambridge Business English Dictionary © Cambridge University Press)