Tends to involve relatively smaller samples: there are no hard and fast rules, but qualitative studies typically include around fifty respondents
Is response – not question – oriented: the answer given by the respondent to the last question largely determines the next question asked, i.e. the respondent is not asked a predetermined set of questions
Involves identifying the range of attitudes and behaviors: it is not about measuring the proportion of individuals behaving in a certain way
Seeks to explore the respondent’s view of the world: to achieve this, qualitative researchers adopt a fairly flexible approach at the data collection stage, to go beyond more topline, superficial, or rationalized responses. It is open-ended, dynamic and flexible, aimed at giving us the maximum depth of understanding
Is a way of tapping consumer creativity: it can be a rich source of ideas for marketing and other creative teams.
Combines the collection and analysis of data: the qualitative researcher will interpreting patterns that are emerging
Has less em[has is on classic statistical validity: validity centers more on face validity – that is, establishing whether the evidence is consistent with existing theories and prior knowledge