What is qualitative research?

Qualitative research is designed to reveal a target audience's range of behaviour to specific topics or issues.

It's normally used in study to create a hypotheses to help the client make their decision.

1. Group discussions where eight to ten participants are recruited who share a need, habit or life circumstance relevant to the
   research issues at hand.
2. In-depth interviews are conducted in a research facility or at a respondents home or business. It's normally a single individual being interviewed about a special subject matter eg medical research such as health or new drugs in the market place, smoking and wage issues.

Deciding participates

1. You select individuals that correctly qualify the target
   market.
2. Do not accept contrasting viewpoints from participates that just what to be contenders in the research. The guidelines of research program must be obeyed.
3. Discuss respondents participation with clients if needed and set limits appropriate to your research and topic.

A professional moderator or facilitator should

1. Establish rapport with respondents.
2. Probe and provoke intense discussion to uncover genuine motivations.
3. Build on what they hear.
4. Guide the discussion at a flexible pace without losing the objective.
5. Avoid biased opinions in the discussions drawing the value of the research.

Therefore the researcher brings to the research.

1. Many techniques
2. Ensure that all stages of the research is carried out eg
   from design stage to final analysis.
3. Stay focused on the clients business issues to ensure the
   findings are relevant.