Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the ''why'' and ''how'' of decision making, not just ''what'', ''where'', ''when''.
More at: Qualitative research
More at: qualitative research