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The advantages of qualitative research are that we are able to discover the “why” behind certain behaviors; this is because instead of analyzing numbers, we are able to use language and behavior of the consumer. Another advantage of qualitative research is that there is a great deal of flexibility involved.
Qualitative research is a general term pertaining to investigative methodologies and techniques described as naturalistic, ethnographic, field, anthropological or observer research. This type of research gives emphasis on the value of looking on variables in their natural setting where they are commonly found.
The advantages and disadvantages of qualitative research are quite unique. On one hand, you have the perspective of the data that is being collected. On the other hand, you have the techniques of the data collector and their own unique observations that can alter the information in subtle ways. A truly important point in the comparison between quantitative research and qualitative research is that the subjective participation of the researcher -- that is one of the most resilient objections regarding qualitative research -- takes place in quantitative approaches.
Some of the techniques Business Advantage use in our qualitative research include: In-depth Interviews. In the business environment, target respondents are often both busy and hard to reach or geographically dispersed. Qualitative research is generally distinguished from its counterpart, quantitative research, and it has a number of advantages and disadvantages. For marketing research to be as effective as.