The Association for Qualitative Research
The Hub of Qualitative Excellence


Materials which are collected and analysed by qualitative researchers in order to provide answers to the client's brief. In qualitative market research, data has traditionally taken the form of interview records (tapes and transcripts of interviews and group discussions) but increasingly includes other materials such as observations, or relevant cultural material such as advertising, magazines, films and so on. The term 'data' is often disliked by qualitative market researchers since it has highly quantitative research connotations; terms such as findings or research materials may be used instead.

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This glossary is compiled and maintained by the Association for Qualitative Research, the foremost authority on qualitative practice, training and innovation, and the global hub of qualitative thinking. If you are a qualitative research consultant or a business offering qualitative research services, please consider joining the AQR and supporting the organisation.

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