Fashion and Textiles Merchandising

What is qualitative research?

A research technique used to uncover motivations and emotions rather than analyse purely numeric data.

Qualitative research techniques include surveys, interviews, observation, focus groups and case studies.

A smaller sample size can be used to verify quantitative research.

E.g. if statistics show that a particular age group favours a particular brand of perfume, qualitative research can be used to explain why these people are buying the particular brand. This information can be used to develop marketing campaigns.

Books in the library

Search our catalogue for Qualitative Research to see what's on the shelves.

Selected titles:

Undertaking qualitative research

eBooks

Search our eBook catalogue for Qualitative Research to see our range of eBooks. You will be prompted to log in with your Student ID and Password. 

Selected titles: