What is qualitative research?
According to the Hutchinson Encyclopedia, qualitative research is defined as:
Research that relies on opinions and beliefs rather than statistical data. Qualitative research usually involves interviews with small sample groups from target markets. These are often conducted by a sociologist or psychologist who endeavours to ascertain the motivation for decisions made by individuals within the group.
qualitative research. (2013). In The Hutchinson Encyclopedia.
If you have questions related to a qualitative research project, please ask one of our librarians for help.