Qualitative research is a method of observation to gather non-numerical data, such as more in-depth opinions from people, opposed to quantative research which is purely numerical. It is exploratory research and is used to gain an understanding of underlaying reasons. It is used to show attitudes, opinions, behaviours, etc. Things that count as qualitative research is online surveys, paper surveys, mobile surveys, face-to-face interviews, longitudinal studies, website interceptors, online polls, and systematic observations.
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