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Qualitative research is an exploratory method used in marketing research to understand consumers' attitudes, beliefs, motivations, perceptions, and behavior. It focuses on collecting non-numerical data and provides deep insights into why consumers think and act in a particular way. Unlike quantitative research, which measures and quantifies data, qualitative research seeks to understand the underlying reasons behind consumer decisions. This research is generally conducted when the problem is ________ _____ _________ _________ __________ ______ ________.
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