Qualitative Research is collecting, analysing,
and interpreting data by observing what
people do and say. Qualitative research refers
to the meaning, concepts, definitions,
characteristics, metaphors, symbols, and
descriptions of things.
Qualitative research is subjective and uses very
different methods of collecting information,
including individual, in-depth interviews and
focus groups. The natural of this type of
research is exploratory and open-end.