This document is provided by the Professionalism Committee of the Qualitative Research Consultants Association to briefly answer the questions most frequently asked of Qualitative Researchers. Qualitative research is generally defined as research that utilizes open-ended interviewing to explore and understand the attitudes, opinions, feelings and behavior of individuals or a group of individuals.
Qualitative research can take many forms.
In a nutshell, qualitative research is best used for depth, rather than breadth of information. Identifying strengths and weaknesses. Exploring alternative communication messages. Comprehending purchase decision dynamics. Understanding use and purchase motivations.