Qualitative research techniques: 1) Depth interviews, 2) Projective techniques and 3) Group discussions.

Categories of applications for qualitative research: 1) Exploratory research, 2) Diagnostic research, 3) Evaluative research, 4) Creative development research.

Ford's guiding principles of quality: 1) Quality comes first, 2) Customers are the focus of everything we do, 3) Continuos improvement is essential to our success, 4) Employee involvement is our way of life, 5) Dealers and suppliers are our partners, 6) Integrity must never be compromised.

Quality of design comprises the customer satisfaction built into the product.

Quality of conformance relates to conformance of a finished product to its design specification.

See also Service quality, Total Quality Management.

Quality assurance Arrangement whereby a supply guarantees quality of goods supplied by enabling the customer to review the production process or suggest techniques, or by adoption of an externally monitored quality standard such as BS5750.

Quality circle consist of a group of employees (about eight), which meets regularly to discuss problem of quality control in their area of work, and perhaps suggest ways of improving quality.

Factors of forming quality circle: 1) Quality circle is a voluntary grouping, 2) Quality circle does not function automatically, 3) The right leader must be chosen.

Benefits of quality circle: 1) greater motivation of employees, 2) improved productivity, 3) improved quality of output, 4) greater awareness of problems by shop-floor staff.

Quality management Ensuring products are made to design specification.

The absolves of quality management (do it right the first time): 1) Quality means conformance to requirements, not elegance, 2) There is no such thing as a quality problem, 3) There is no such things as the economics of quality; it is always cheaper to do the job right first time, 4) The only performance measurement is the cost of quality, 5) The only performance standard is zero defect. (P.H. Crosby)

Quality related costs The costs of ensuring and assuring quality, as well ass loss incurred when quality is not achieved. Quality costs are classified as prevention cost, appraisal cost, internal failure cost and external failure cost (BS6143)'.

QUANGO Quasi-Autonomous Non-Governmental Organization is neither an elected nor a private business organization, but has executive or administrative authority to implement or advance government policy (e.g. Office of Fair Trading, Advertising Standards Authority).

Questionnaire is the primary tool of market research, a device for delivering questions to respondents and recording their answers.

Questionnaire construction (R. Graham): 1) Questions must elicit the answers being sought; 2) Questions must help the interview to run smoothly and logically; 3) Questions must guide the interviewer through the interview; 4) Questions must encourage the respondents co-operation; 5) Questions must be pre-tested to eliminate faults.

Preparation stage of questionnaire design: 1. Check if any previous research has been done. 2. Establish who the customers/clients are? 3. Determine the method of data collection. 4. Determine the time available. 5. Determine the method of analysis.

A good questionnaire should have the following features:: 1. A brief introduction explaining the purpose of the research. 2. Clear instructions. 3. A neat and uncluttered layout. 4. A logical progression starting with easy questions and leading to more difficult ones. 5. Classification details (personal questions regarding age/sex/socio-economic groupings) should be at the end, unless a quata sample is being used when they can appear at the beginning (to eliminate inappropriate people). 6. Questions should be simple and unambiguous. 7. Wording should be carefully chosen so as to convey the same thing to different respondents. Words such as "usually", "often", "recently" should therefore be avoided as they mean different people. The wording should also be appropriate to the respondent group. 8. A variety of question types should be used; over-reliance on one type (for example scales) can be very boring for the respondents. 9. Though should be given to the likely response. 10. It should not be too long. 11. The questionnaire should end with a 'thank you'.

Example of the questionnaire: 1. As part of our 'Customer Care Never Stops' program, we are conducting a survey to assess how happy our customers are with goods that they buy and the service that they receive. To assist us in our endeavors to provide an higher standard of customer care, please complete this questionnaire by ________. 2. How would you classify you organization? (Small private, Large private, Government department); 3. How would you describe the helpfulness / or the product knowledge / or politeness of our sales team? (Excellent, Very Good, Good, Fair, Poor); 4. How would you describe the quality / or the value for money of our product; 5. If you have traded with us just once, do you intend trading with us again? (Yes, No, Undecided); 6. If you have traded just once and do not intend trading again, please indicate your reason(s) (Poor customer care, Unreliable delivery, Poor quality and value for money of product, Other (please give details); 7. Thank you vary much for taking the time to complete this questionnaire. Please return the completed questionnaire to us in the prepaid envelope provided by _______.

Also see Postal research questionnaires and Interview.

Quick (acid test) ratio = Current assets less stock / Current liabilities.