The two most generally recognized categories of research are quantitative and qualitative. Quantitative research involves the collection of numerical data that can be analyzed statistically. Qualitative research focuses on developing a dialogue with target respondents to explore and describe in-depth feelings, emotions, opinions, and behaviors of respondents. Qualitative research is not intended to collect numerical or statistical data. This document is intended to explore traditional and non-traditional qualitative methods of eliciting data from consumers and is not intended to be an exhaustive review of all qualitative methods. This document will guide practitioners, project leaders, and end-users of qualitative research through the process of planning, conducting and analyzing the research and applying the information to business needs.
Qualitative research encompasses a broad range of formats, techniques, and methods. The objectives and goals for the research will determine how the process is structured. More methodologies will evolve as researchers broaden their views and are exposed to techniques utilized by other disciplines. Advances in technology are leading to the development of new qualitative research methodologies.
KeywordsQualitative Research;Qualitative;Qualitative Research Facilities;Moderator; Facilitator;Focus Groups;In Depth Interviews; IDIs;Ethnography;Observational Research;On-line Focus Groups;On-line Qualitative Research Methods;Electronic Discussion Group;On-line Communities; On-line bulletin boards;Childrens Qualitative Research;Best Practices for Qualitative Research;Technological Advances in Qualitative Research;Reporting Qualitative Research Data;Interpreting Qualitative Research Data:Recruiting Respondents for Qualitative Research; Target Population; Sampling;Using Projective Techniques in Qualitative Research;Managing Group Dynamics in Qualitative Research;Developing a Discussion/Moderator Guide:
The title and scope are in draft form and are under development within this ASTM Committee.Back to Top
Draft Under Development