What is qualitative analysis?
Investors use qualitative analysis to help determine if a stock is a good investment. Learn how qualitative analysis works in the MoneySense Glossary.
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Qualitative analysis refers to assessing potential investments based on non-numerical details, such as management interviews, plant tours, competitive position and other qualitative factors. Analysts form opinions to buy, sell or hold investments based on extensive study of the issuer’s business.
This approach is often taken as part of a fundamental analysis, which involves looking at both qualitative and quantitative measures (such as financial ratios) when making investment decisions.
Example: “Mattias is primarily a qualitative investor, studying companies’ strategies and considering which industries could do well in the next few years. He likes listening to recordings of earnings calls on companies’ websites to hear management talk about their results and their outlook for the business.”
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