Qualitative forecasting |
Qualitative forecasting is based on experience and judgement. Examples include general surveys of customers, distributors and the sales force |
Qualitative Research |
Research that deals with information too difficult or expensive to quantify, such as subjective opinions and value judgements, typically unearthed during interviews or discussion groups |
Quantitative forecasting |
Quantitative forecasting is based on facts. Good examples include time-series analysis and statistical surveys of customer purchasing behaviour |
Quantitative Research |
Market research that concentrates on statistics and other numerical data, gathered through opinion polls, customer satisfaction surveys and so on. Compare 'qualitative research' |
Question marks |
A term used in the Boston Group Matrix. Question marks are businesses or products with low market share but which operate in higher growth markets. This suggests that they have potential, but may require substantial investment in order to grow market share at the expense of more powerful competitors. |
Questionnaire |
Base document for research purposes, providing the questions and structure for an interview or self-completion and providing space for respondents' answers. |
Quota sampling |
A sampling method in which the final choice of respondents is left to the interviewers, who base their choices on two or three variables (such as age, sex and education). |
