It uses the inductive approach for theory development This approach looks at things subjectively and lets the participants be represented fully, sometimes even using the participants language. The research design in this form of study is usually partcipant observation. The theory behind it is social-psychological.
Although these two methods have differences they have both been used successfully by researchers.
Qualitative research should be used when you really want to understand in detail why an individual does something. It is often used to elicit a respondent's purchase logic. Purchase logic explains why an individual buys a particular product or service. Thus, it is the basis for identifying real market segments, i.e., groups of people who purchase for the same reasons. .
Qualitative research is particularly useful as a tool for determining what is important to customers and why it is important. Often marketing people are faced with the problem of not knowing what questions to ask in quantitative research. Qualitative research provides a process from which key research issues are identified and questions formulated and by discovering what really matters to customers and why. .
Qualitative research is also used to identify the full range of responses or opinions that exist in a market or population. Qualitative research helps you identify issues and understand why they are important. With this goal in mind, it is also important to speak to a diverse group of respondents when conducting qualitative research. .
Qualitative research reveals areas of consensus, either positive or negative, in the patterns of response. It also determines which ideas generate a strong emotional response. Thus, it is especially useful in situations which involve the ongoing development and refinement of new ideas. .
