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Qualitative Research

Qualitative research is used to gain an understanding of underlying reasons, opinions, and motivations.  It provides insights into the problem, and helps develop ideas or hypotheses for potential follow-up quantitative research. It is an exploratory social inquiry and research.

It is a non-numerical methodology and, therefore, does not retain empirical statistical significance. Data is collected and analyzed with very little technological intervention, other than traditional recording methods.









Necessary Steps

Common Methods

In-depth interviews

Focus Groups

Participant observation (travel, mingling)

Non-empirical data collection (books, culture, music, travel)

Data Collection &

SWOT analysis

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