Define Qualitative Data with reference to the role, functions, sequencing and output of the data?  

Generally, when in the Research Process is Qualitative Data gathered?

1. State (3) distinct ways in which Qualitative Data differs from Quantitative Data?
2. Which is considered to be more appropriate (and why) in gathering information for Marketing purposes and decision making. 
3. Explain the concept of Sampling in Marketing and Audience Research. 
4.  
5. Explain the relationship between the Population, the Sample and the Sampling Frame.   
6. In most instances, Marketing and Audience Research involves taking a Sample rather than conducting a Census. Why is this the case?  
7. Explain (using examples) the two major categories of Errors associated with Sampling.  
8. A Questionnaire is Accurate if the Information obtained is Reliable and Valid. Discuss the difference between Validity and Reliability as they relate to Questionnaires  
9. 
   
10. Define each of the following Types of Data Measurement in Questionnaires, be sure to provide an example to illustrate each Measurement
    1.  
    2. Nominal
    3.  
    4. Ordinal
    5.  
    6. Interval
    7. Discuss why it is measuring Attitudes in Marketing and Audience Research is so important. Be sure to include in your discussion a definition of an Attitude and the three ways in which Attitudinal Measurement is undertaken? 
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