1) - Qualitative research provides an understanding of how or why things are as they are. For example, a Market Researcher may              stop a consumer who has purchased a particular type of bread and ask him or her why that type of bread was chosen. Unlike              quantitative research there are no fixed set of questions but, instead, a topic guide (or discussion guide) is used to explore                  various issues in an in-depth manner. The discussion between the interviewer (or moderator) and the respondent is largely                determined by therespondents' own thoughts and feelings.

 2) - As with quantitative techniques, there are also various types of qualitative methodologies. Research of this sort is mostly done           face-to-face. One of the best-known techniques is market research group discussions (or focus groups). These are usually                   made up of 6 to 8 targeted respondents, a research moderator whose role is to ask the required questions, draw out answers,             and encourage discussion, and an observation area usually behind one way mirrors, with video and/or audio taping facilities.

 

       In addition, qualitative research can also be conducted on a one on one basis i.e. an in-depth interview with a trained executive          interviewer and one respondent, a paired depth (two respondents), a triad (three respondents) and a mini group discussion                  (4-5 respondents).