What is qualitative research?

Modified on Fri, 03 May 2024 at 01:32 PM

Qualitative research surrounds the "how?" or "why?" things are happening in the way that they are. The type of questions in qualitative research studies can be more open-ended that those asked in quantitative studies. For example, ‘why do you like the first commercial better than the second commercial?', with an empty text box for the user to freely express why he or she liked the first commercial out of the two commercials presented. We will talk more about focus groups later, but this is a common method that is applied in qualitative research, as it allows the researcher to interact with the respondent in a face to face manner and ask follow-up questions, if necessary. In qualitative research, the discussion between the researcher and the respondent is largely driven by actual responses from the respondent.