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What Is Qualitative Research?

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❶For example, diary accounts, open-ended questionnaires , documents, participant observation , and ethnography.

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Quantitative Research
Qualitative Research

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qualitative research,

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Qualitative research is a scientific method of observation to gather non-numerical data. This type of research "refers to the meanings, concepts definitions, characteristics, metaphors, symbols, and description of things" and not to their "counts or measures.".

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While defining quantitative and qualitative research based on their uses and purposes may be considered a practical approach for researcher, the difference actually lies .

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Qualitative research is designed to reveal a target audience’s range of behavior and the perceptions that drive it with reference to specific topics or issues. It uses in-depth studies of small groups of people to guide and support the construction of hypotheses. Qualitative Research is ideal for earlier phases of research projects while for the latter part of the research project, Quantitative Research is highly recommended. Quantitative Research provides the researcher a clearer picture of what to expect in his research compared to Qualitative Research.

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Qualitative research is multimethod in focus, involving an interpretive, naturalistic approach to its subject matter. This means that qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them. Qualitative Research Definition: Qualitative research is a market research method that focuses on obtaining data through open-ended and conversational communication. This method is not only about “what” people think but also “why” they think so.