5.1 Qualitative methods

• Qualitative methods incorporate judgmental or subjective factors

• Useful when subjective factors are thought to be important or when accurate quantitative data is difficult to obtain

• Delphi method is an iterative group process where (possibly geographically dispersed) respondents provide input to decision makers

• Jury of executive opinion collects opinions of a small group of high-level managers, possibly using statistical models for analysis

• Sales force composite where individual salespersons estimate the sales in their region and the data is compiled at a district or national level

• Consumer market survey is solicited from customers or potential customers regarding their purchasing plans