Library
Latest Articles Author Index Articles Index PodcastsCareers in Qual
Qual as a career choice A typical qual project Careers FAQResources
Glossary of terms Past, Present, Future Recruiter Accred (RAS) Safety GuidanceQuick Answers
Running Projects Running Groups Books and Reading ListQualitative market research
Research designed to help organisational decision-making, focusing on understanding the nature of phenomena and their meaning, rather than their incidence. It tends to have the following characteristics: direct face-to-face contact between the primary researchers and those being researched; in-depth examination of small-scale samples or small numbers of observations; unstructured interviewing guides which are responsive to context and may be amended throughout the project; the researcher and his/her interpretative input is key to the process.
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.