What Qualitative Research is: A study that uses words, images, or objects to identify and understand motivations, relationships, patterns, and interactions.
What Qualitative Research is not: Quantitative research, which is a methodology that uses a systematic analysis of data to test a hypothesis.
Why Qualitative Research matters: Qualitative research methods allow you to explore the reasons behind consumer actions. Qualitative studies—which involve data sources like interviews, observations, content analysis, focus groups, and journaling—help researchers add depth to their understanding, answering questions about why and how, not just what, where, and when.
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