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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.
Since a semi-structured interview is a combination of an unstructured interview and a structured interview, it has the advantages of both. The interviewees can express their opinions and ask questions to the interviewers during the interview, which encourages them to give more useful information, such as their opinions toward sensitive issues, to the qualitative research.
A structured interview (also known as a standardized interview or a researcher-administered survey) is a quantitative research method commonly employed in survey research. The aim of this approach is to ensure that each interview is presented with exactly the same questions in the same order. This ensures that answers can be reliably aggregated ...
A fundamental difficulty with focus groups (and other forms of qualitative research) is the issue of observer dependency: the results obtained are influenced by the researcher or his or her reading of the group's discussion, thus raising questions of the validity of the research (see experimenter's bias).
When choosing to interview as a method for conducting qualitative research, it is important to be tactful and sensitive in your approach. Interviewer and researcher, Irving Seidman, devotes an entire chapter of his book, Interviewing as Qualitative Research, to the importance of proper interviewing technique and interviewer etiquette.
Questionnaires are frequently used in quantitative marketing research and social research. They are a valuable method of collecting a wide range of information from a large number of individuals, often referred to as respondents. What is often referred to as "adequate questionnaire construction" is critical to the success of a survey ...
In research of human subjects, a survey is a list of questions aimed for extracting specific data from a particular group of people. Surveys may be conducted by phone, mail, via the internet, and also in person in public spaces.
Oakley is a well-known pioneer in the unstructured interview research approach directed towards qualitative research that challenges existing power imbalances within the relationships of the interviewer and the interviewee. Oakley sees both issues as interlinked or, as she puts it "no intimacy without reciprocity". [41]