Publications
In Brief In Depth Glossary Authors TitlesWhat's New
Library Articles Event Reviews Course Reviews Technology Reviews Association NewsQuick Answers
Running Projects Running Groups Careers in Qual Books and Reading ListGuidelines
Recruitment Guidelines Recruitment Checklist QR Terms and ConditionsSub sample
Part of a sample, defined by demographics or other measures. Qualitative research samples are rarely large enough for findings from different sub samples to be compared statistically, but a degree of sub-group comparison is often an important part of qualitative market research projects. In this case, indications might be given of apparent differences, for example in the nature of the experience of men and women regarding a particular issue or brand. These might be used immediately as working model of a market, and/or followed up or incorporated as hypotheses in further research.
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.