Qualitative research uses various sampling techniques to investigate and obtain data outside the statistical environment. This advanced form of research is mainly used in marketing and social studies. Statistics are considered 'inferential' in these areas, meaning they imply qualitative factors, rather than actually analyze them. Data is gathered for qualitative research using sampling methods to obtain information and opinions.
Examples of Qualitative Research:
|Focus groups, used in market research, targeting specific demographics within a market.|
Random sampling, which is used to obtain a snapshot across a sector for analysis.
'Hidden issue' questioning, intended to disclose real reasons for opinions and beliefs.