To what extent Qualitative research succeeds to provide companies with reliable, credible answers ?

Qualitative research very important to any new comer in new market, cause it provide him initial data about this market and the apportunites& threats may he face if  he enter this market.

Qualitiative research normally provides with loads of data that needs a lot of filtering and classification. After all the hard work, it has a tendency of not provding useable information for decisoin maing. As opinions are very subjective thing and can change with change in any variables.

Qualitiative research can only be useful if it is used in conjunction with quantitive research. Otherwise, such a research has the potential to lead to a kind of stall and dysfunctional decisons. On standalone basis, it might trick an organization into committing into a program that is not worth pursuing.

I am more interested in research on numbers.

As long the interview participants are providing genuine answers of their personality, choice, feelings the data interpretation will be that reliable to support companies with their market research and marketing strategy.