The Association for Qualitative Research
The Hub of Qualitative Excellence


Properties of an individual or sample that can be regarded as factual, often used to structure a research sample. These include for example age, sex, social class, working status and geographic location. For qualitative research especially, these are likely to be supplemented (or even replaced) by recruitment criteria that reflect the specific concerns of the project, such as product or brand usership, attitudes to particular issues, or lifestage.

Related Terms


About the AQR Glossary:
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.

Benefits of AQR Membership