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Qualitative Research
Qualitative research methods aim to gather primary in-depth data. Information can be gathered using a variety of methods ranging from structured or semi-structured interviews and surveys, to overt and covert participant observation. This broad method is typically used within the realms of the social sciences, social investigation, and anthropology.
Qualitative methods can enable us to gain an understanding of behaviour at a personal and in-depth level. By using face-to-face or direct contact techniques we can answer questions regarding, choice, motivation, habit, and consumption.
Qualitative research methods are often considered to be rich and diverse and can produce unexpected outcomes. Data analysis considers the frequency of themes within verbatim responses as well as clusters amongst close-ended questioning.
In-depth life stories
