Definition of Qualitative ResearchQualitative research is a process of understanding unstructured data and phenomenon to answer what, why, how, where, when of decision making.

Qualitative research is data collection research technique used in primary research to understand unstructured data and phenomenon. This process helps decision makers find answers to questions related to what, why, how, where and when. Qualitative research process uses small sample size compared to quantitative research.

Major tools used in qualitative research are observation, focus group, in-depth interviews, expert opinions etc.

What are the benefits of qualitative research?

Some of the most important benefits of qualitative research are:

  1. It is open-ended, dynamic and flexible in nature. This helps tackle question which are difficult to answer otherwise.
  2. It focuses on depth of understanding.
  3. It taps and encourages creativity.
  4. It can penetrate rationalized or superficial responses.
  5. It provides richer source of ideas for marketing and creative teams.

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Ambarish is the MD and CEO of NOVONOUS Business Consulting Pvt Ltd, a knowledge management firm. He likes sharing his experiences in the field of Market Research to those who are passionate and like exploring more about this field.

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