Types of Research

Qualitative research explores people’s opinion in more exploratory and open approaches. Interviewees are encouraged to explain or describe their reasons for having certain responses which can reveal underlying motivations, associations and behavioural triggers.

Qualitative data collection methods include focus groups (group discussions); individual interviews; participation/observations. The sample size is typically small.

Source: British Library: http://www.bl.uk/bipc/resmark/qualquantresearch/qualquantresearch.html

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