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There are different types of qualitative research methods like an in-depth interview, focus groups, ethnographic research, content analysis, case study research that are usually used. Qualitative research methods are designed in a manner that help reveal the behavior and perception of a target audience with reference to a particular topic. Gather research insights Types of qualitative research methods with examples

So fewer women were visiting the store, which was understood only by personally interacting with them and understanding why they didn’t visit the store because there were more male products than female ones. One good method to determine why women were not visiting the store is conducting an in-depth interview method with potential customers.įor example, on successfully interviewing female customers, visiting the nearby stores and malls, and selecting them through random sampling, it was known that the store didn’t have enough items for women. A systematic observation concludes that more men are visiting this store. For example, consider a convenience store looking to improve its patronage. This method is about “what” people think and “why” they think so. Qualitative research is defined as a market research method that focuses on obtaining data through open-ended and conversational communication.