Qualitative research is a powerful tool which plays a part in conducting marketing research into customer value analysis, branding and naming, new product launch, customer satisfaction and market segmentation, among other marketing areas. Its techniques include all types of focus groups, in depth one-one-one interviews, intercept studies and observational research. Because of its importance in determining buyer attitudes and beliefs it has been growing exponentially. Sheila Keegan, psychologist and market research practitioner, outlines the history of qualitative research, its purpose and role, its relationship to quantitative research, ethical issues it provokes, and how to analyze, interpret, and communicate research results.  She presents different theoretical models within which qualitative research operates and uses case studies to show how these frameworks differ between the UK, Europe, the US and other countries.

定性研究是一个强有力的工具，它在客户价值分析、品牌和命名、新产品发布、客户满意度和市场细分等营销领域进行营销研究。它的技术包括所有类型的焦点小组，深入访谈，截取研究和观察研究。由于它在决定买家态度和信念方面的重要性，它一直呈指数级增长。Sheila Keegan，心理学家和市场研究实践者，概述了定性研究的历史，它的目的和作用，它与定量研究的关系，它引发的伦理问题，以及如何分析，解释和交流研究结果。  她提出了不同的理论模型，在这些模型中进行定性研究，并使用案例研究来说明这些框架在英国、欧洲、美国和其他国家之间的差异。