qualitative evidence
What qualitative evidence means in Business A-Level, as defined for AQA.
Definitions of qualitative evidence
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Reference: AQA
Evidence from the case used alongside the numbers in reaching a judgement, because no ratio can see the order book or the loss of a key customer.
Customer complaints, exit interviews and a manager's own words that explain why the number moved.
Topics that use qualitative evidence
- Analysing the existing internal position of a business to assess strengths and weaknesses: financial ratio analysis (AQA A-Level)
- Subject content (AQA A-Level)
Related terms
- benchmarking
- capacity utilisation
- comparison over time
- corporate and functional objectives
- cost now against benefit later
- data quality
- decision context
- efficiency ratios
Using qualitative evidence in the exam
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