Qualitative Research Methods

Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what, where, when. Hence, smaller but focused samples are more often needed than large samples.

In the conventional view, qualitative methods produce information only on the particular cases studied, and any more general conclusions are only propositions (informed assertions). Quantitative methods can then be used to seek empirical support for hypotheses.

Some qualitative methods GT DATA is verse at and can implement to support your needs are:

  • Individual face-to-face interviews
  • Focus groups
  • Group Interviews
  • Videos
  • Expert Observant