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Qualitative Research
Qualitative research is defined as 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. For example, consider a convenience store looking to improve its patronage. A systematic observation concludes that the number of men visiting this store are more. One good method to determine why women were not visiting the store is to conduct an in-depth interview of potential customers in the category.
One-on-one Interview
Conducting in-depth interviews is one of the most common qualitative research methods. It is a personal interview that is carried out with one respondent at a time. This is purely a conversational method and invites opportunities to get details in depth from the respondent.
Focus Groups
A focus group is also one of the commonly used qualitative research methods, used in data collection. A focus group usually includes a limited number of respondents (6-10) from within your target market.
Ethnographic Research
Ethnographic research is the most in-depth observational method that studies people in their naturally occurring environment. This method requires the researchers to adapt to the target audiences’ environments which could be anywhere from an organization to a city or any remote location.
Qualitative Observation
Qualitative Observation is a process of research that uses subjective methodologies to gather systematic information or data. Qualitative observation is primarily used to equate quality differences.
