A structured approach to qualitative data collection Qualitative marketing research is generally thought of as flexible and unstructured. However, the term unstructured might be misleading, as if there is no plan guiding the process. But what should the process look like? In last week’s Collaboration, you were asked to discuss what can be gained by adopting a structured approach to marketing research. This week you will explore how you would adopt a structured approach to qualitative data collection, and how you would shape the process, from research design and data collection, to database management and analysis. In today’s world, technology has enabled researchers to undertake qualitative research on a scale and scope that was unthinkable not so many years ago. Accordingly, you will also discuss the role technology plays in the qualitative marketing research process.