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Answered By: Research Services
Last Updated: Dec 21, 2018 Views: 24

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.

 

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