Qualitative data, integrative frameworks, and the prospect of strategic impact

Jeffrey Hunter

Introduction

This is a paper about qualitative marketing research, very broadly defined. Our primary argument is that qualitative data of various types can be used in formal "exploratory" modeling, and that qualitative data can assume greater strategic value as a consequence.

There are three observations that precede this argument, and then we will provide a small case study.

Observation #1

The first observation is simply that the dramatic increase in the sources of marketing information, both qualitative and quantitative, encourages new thinking and risk taking.

One of my favorite quotes of recent days is the following, offered by Lynd Bacon, LBA Associates.

"Today, there are so many more ways to inform marketing decisions".