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what is meant by qualitative research in academic circles?

what is meant by qualitative research in academic circles?

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Qualitative research deals with non-numerical data. It is concerned with understanding "why" instead of 'what". It tries to understand reasons, behavior, motivations, attitudes of social phenomena. We use qualitative research to study individual or group behavior. The purchase decisions of an individual can be studied through qualitative studies.

The research methods used in qualitative analysis is case study, narrative, ethnographic studies, focus group discussions and interviews.

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