The Association for Qualitative Research
The Hub of Qualitative Thinking

Demographics

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.

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