What is "qualitative research"

n. (context social sciences marketing English) A set of research techniques in which data is obtained from a relatively small group of respondents and not analyzed with statistical techniques.

Qualitative research is a method of inquiry employed in many different academic disciplines, including in the social sciences and natural sciences, but also in non-academic contexts including market research, business, and service demonstrations by non-profits.

Qualitative Research is a bimonthly peer-reviewed academic journal covering qualitative research methods in the fields of sociology and other social sciences. It was established in 2001 and is published by Sage Publications. The editors-in-chief are Bella Dicks, Karen Henwood, and William Housley ( Cardiff University).