Definition of Qualitative Research
Research that seeks to understand consumer behavior through methods like interviews, focus groups, and observations.
Explanation of Qualitative Research
Qualitative research is a method of inquiry that focuses on understanding the meaning and experiences of individuals and groups through non-numerical data. This type of research is used to gain insights into people’s attitudes, behaviors, motivations, and perceptions. Qualitative research methods include interviews, focus groups, observations, and content analysis. Unlike quantitative research, which seeks to measure and quantify variables, qualitative research aims to explore complex issues and provide a deeper understanding of the subject matter. The data collected is often rich and detailed, allowing researchers to identify patterns, themes, and insights. Qualitative research is particularly useful for exploring new topics, generating hypotheses, and understanding the context and nuances of human behavior. Analyzing qualitative data involves coding and interpreting the information to draw meaningful conclusions. By using qualitative research, businesses can gain valuable insights into customer needs, preferences, and experiences, informing product development, marketing strategies, and decision-making.