Have you ever wondered what Qualitative Research is all about and if you should use it for your business? Read on to know more about Qualitative Research and its benefits.
Defining qualitative research
Qualitative research is a popular research method that is used across various sectors, be it in social science or market research. A qualitative researcher primarily aims at gathering a comprehensive understanding of human behaviour and the reasons behind such behaviour.
The science behind this type of research assumes that among individuals, there is a relationship between attitude and behaviour. Qualitative research is an essential tool in data collection and can prove to be extremely useful in market research.
How is data collected for qualitative research?
Data is usually collected through direct interaction with individuals on a one-to-one basis or through direct interaction with individuals in a group setting. Since the data collection process in qualitative research is time-consuming, qualitative research can be expensive. However, the information will be accurate and will also give you a deeper insight into the subject that you are researching.
Popular methods in conducting qualitative data
Focus groups, individual interviews, observations, and action research are some of the popular methods used in qualitative data collection.