Business Research Methods Research Methods for Business

Qualitative Research

Qualitative Research is designed to tell the researcher how and why things happen as they do. It aims to achieve an in-depth understanding of a situation.
Qualitative research draws data from many sources, including the following:
1.    Published texts
2.    Organizations
3.    People
4.    Settings and environment
5.    Objects, artifacts, media products
6.    Events and happenings

Qualitative research is also known as interpretive research because it seeks to develop understanding through detailed description. If often builds theory but rarely tests it.

Qualitative techniques are used at data collection and data analysis stages of a research project.