Qualitative Research - Deepstash
Qualitative Research

Qualitative Research

Qualitative research explores and seeks to understand people's experiences, perspectives, and meanings in depth. It uses open-ended data collection methods to gather rich, descriptive data.

Types of data gathering processes for qualitative research include:

  • In-depth interviews (individual or group)
  • Focus groups
  • Participant observation
  • Document analysis
  • Open-ended surveys and questionnaires

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Qualitative research data is often referred to as unstructured, narrative, or ‘thick description’ data

Primary research involves direct engagement with the intended end-user or research subject population. (observation, interviews, focus groups, online chat rooms, questionnaires and surveys)

Secondary research involves reviewing and analyzing information from primary research activities. (do...

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