1. Understanding 21st Century Qualitative Research

What is qualitative nowadays?

Life used to be simple – qualitative research had small samples and looked for in-depth understanding; quantitative had large samples that allowed statistical inferences to be made. With new online methods such as social media listening and communities, the link between sample size and depth has been broken. The qualitative approach is a way of thinking, which can be applied to all kinds of data – the richer the better.

For a more detailed, traditional comparison of qualitative and quantitative, including validity, download here: Overview of qualitative and quantitative

Title: Understanding 21st Century Qualitative research
Length: 5 minutes