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    What's Qualitative Data?

    By Advertising Age. Published on May 28, 2013.
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    Qualitative data requires a subjective decision in order to be categorized or measured. Qualitative data can be described and observed, but not measured like quantitative data.

    For marketers, qualitative data is typically information gleaned in surveys, focus groups or social media posts. The information can be categorized, for instance, according to sentiment.

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