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Qualitative research is a type of research that aims to gather and analyse non-numerical (descriptive) data in order to gain an understanding of individuals' social reality, including understanding their attitudes, beliefs, and motivation.
Qualitative research methodologies are oriented towards developing an understanding of the meaning and experience dimensions of human lives and their social worlds. Good qualitative research is characterized by congruence between the perspective that informs the research questions and the research methods used. [2]
These designs compare two or more groups on one or more variable, such as the effect of gender on grades. The third type of non-experimental research is a longitudinal design. A longitudinal design examines variables such as performance exhibited by a group or groups over time (see Longitudinal study).
An example of a descriptive device used in psychological research is the diary, which is used to record observations. There is a history of use of diaries within clinical psychology . [ 20 ] Examples of psychologists that used them include B.F. Skinner (1904–1990) and Virginia Axline (1911–1988).
Qualitative marketing research involves a natural or observational examination of the philosophies that govern consumer behavior. The direction and framework of the research is often revised as new information is gained, allowing the researcher to evaluate issues and subjects in an in-depth manner.
Choosing a research question is the central element of both quantitative and qualitative research and in some cases it may precede construction of the conceptual framework of study; in all cases, it makes the theoretical assumptions in the framework more explicit and indicates what the researcher wants to know most and first.
Human subject research is systematic, scientific investigation that can be either interventional (a "trial") or observational (no "test article") and involves human beings as research subjects, commonly known as test subjects. Human subject research can be either medical (clinical) research or non-medical (e.g., social science) research. [1]
Typologies are used in both qualitative and quantitative research. An example of a typology would be classification such as by age and health: young-healthy, young-sick, old-healthy, old-sick. Typological theorizing is the development of theories about configurations of variables that constitute theoretical types. [2]