Disscussion

 Do you agree that qualitative research involves empathizing with the customer and helps to establish the meanings the customer attaches to products, brands and other marketing devices? If so, please explain why.  

 Can you agree that qualitative research is a methodology designed to collect non-numerical data to gain insights, non-statistical and unstructured, or semi-structured, relies on data collected based on a research design that answers the question why? Do you agree? If so, please explain why?  

 Qualitative data collects information that seeks to describe a topic more than measure it. Do you agree?