Qualitative research techniques called exploratory research, Marketing Research

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Why is qualitative research techniques called exploratory research by many?

In recent years, qualitative research has come to refer to selected research methods used in exploratory research designs. Quantitative research techniques instead are more directly related to descriptive and causal designs than exploratory design. Hence many people use the term qualitative and exploratory interchangeably though a researcher must avoid doing the same.

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MBA, PROCESS MARKETING INFORMATION SYSTEM.

PROCESS MARKETING INFORMATION SYSTEM.

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