Qualitative Analysis

Understanding customers, employees, and partners Market research and employee surveys traditionally have used statistical surveys – forced-response questionnaires generating quantitative tabulations. More companies, however, are discovering the benefits of qualitative methods that give an up-close look at the customers’ and employees’ deeper ideas, feelings, and motivations. IITC offers both a one-day overview of the tools and techniques of qualitative analysis, and graduate-level training in the use of these methods.