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