Marketing researchers conducting qualitative research usually use focus group interviews to gather data.
Qualitative market research is an open ended questions based research method conducted by marketing researchers. This research heavily relies on the following market research methods- focus groups interviews, in-depth interviews, and other innovative research methods.
A focus group interview is a qualitative research method with interesting properties. Thus, it is performed by planned discussion and interview with a small group of people conducted by a moderator. The participants are usually sampled from the study population.
Hence, marketing researchers while conducting qualitative research use focus group interviews to gather data.
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