Exhibit 4.4 Qualitative research complements quantitative research.
Qual complements quant by addressing
different aspects of a business issue (Exhibit 4.4).
It may be conducted pre- or post-quant. It serves to screen products/advertising
concepts, identify important dimensions and formulate key hypotheses for
quantification. It may be used simply for piloting questionnaires to test
comprehension, language and flow. Qual can also explore in more depth some
issue or problem emerging from quantitative data.
