![]() ![]() (1988).Field Research " Field research is a general term that refers to a group of methodologies used by researchers in making qualitative inquiries. The process of qualitative research is inductive in that the researcher builds abstractions, concepts, hypotheses, and theories from details. Qualitative research is descriptive in that the researcher is interested in process, meaning, and understanding gained through words or pictures. Gathered through conversations and observations of individuals within a target market. This type of research is used to collect information about a target group of customers, employees, or prospects to inform overall marketing strategy, pulling from visual, textual, and auditory data. ![]() (Kvale,1996) A qualitative research interview seeks to cover both a factual and aQualitative research, simply put, is non-numerical data. The main task in interviewing is to understand the meaning of what the interviewees say. 9.1 DEFINITION OF QUALITATIVE RESEARCH The qualitative research method involves the use of qualitative data, such as interviews, documents and observation, in order to understand and explain a social phenomenon.The qualitative research interview seeks to describe and the meanings of central themes in the life world of the subjects. Differentiate between quantitative and qualitative methods. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |