Advantage of Qualitative Research

Exhibit 4.5   Observing a focus group (Photo courtesy of Strategic Research Associates).

Qualitative research offers many advantages that make it conducive for studies that are exploratory, explanatory and evaluative in nature.

• It is quick and easy to commission and complete.
• It draws on a wide range of stimulus materials and techniques — drawing, sorting, writing, lateral thinking.
• It assesses both verbal and nonverbal responses from the participants.
• It offers the flexibility to modify the process during the course of a study.
• Decision makers can be involved as unobtrusive observers to hear consumers talk about their product. (See Exhibit 4.5)
• Qual reports are often easy to understand. There are no elaborate models and no inferential statistics.
• A variety of topics can be investigated using a wide range of respondents, including children.