Qualitative research

A broad category of research methods and techniques, sharing the following features: focus on describing, explaining various phenomena and, not their frequency. A qualitative method of research conducted on a smaller sample of the population. Most of the time the research is done through focus group, in depths interviews. The purpose is to reach difficult targets or to be able to discuss deeper topics.

See also: Standardization, Quantitative research, Observational Research, Ad Hoc, Discussion Groups, Discussion Guide/Scenario