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QUALITATIVE RESEARCH

Compared to quantitative research, which mainly relies on statistics or numbers, qualitative research seeks out a deep understanding of issues and enables researchers to describe the phenomena of interest in great detail through the analysis of unstructured information.

To inform business decisions, policy formation, communication and research, qualitative research provides insight into people’s attitudes, behaviors, value systems, culture or lifestyles, concerns, motivations, aspirations regarding to institutions, concepts, brands, products, or services.

 

Qualitative Data Collection Techniques

Group Discussions

In-depth Interviews

Children's Groups 

Bilateral Meetings

Home Visits

 
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