Qualitative Research

Posted in Marketing and Strategy Terms, Total Reads: 823

Definition: Qualitative Research

‘Qualitative Research’ is a generic term used to describe a typical form of marketing research, where in the researcher seeks more subjective answers through open ended questions to the interviewee. Opinions and ideas of the interviewee are taken into consideration. Rather than using objective questionnaires, the researcher undertakes interviews, focus group discussions, content analysis and employs similar techniques to gain a comprehensive idea about the subject in concern. The findings are more detailed and subjective than those from a quantitative research.

The qualitative method investigates the ‘why’ and ‘how’ of decision making, not just ‘what’, ‘where’, ‘when’ – that is generally asked for in an objective or quantitative research. Hence, smaller but focused samples are more often preferred than large samples.

Qualitative research in its most basic form involves the analysis of any unstructured data, including, but not limited to, open-ended survey responses, reviews, audio/ video recordings, photos, web page activities, user comments, service complaints, and so, on. Hence, although qualitative research often contributes greater value than its quantitative counterpart, but the responses are more difficult to evaluate, analyse, organise and present.


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