Qualitative research includes an “array of interpretive techniques that seek to describe, decode, translate, and otherwise come to terms with the meaning, not the frequency, of certain more or less naturally occurring phenomena in the social world.

observation techniques (e.g., case studies, ethnography, grounded theory, action research).

These techniques include individual depth interviews (IDIs) and group interviews, as well as multiple-method approaches involving interviews and

Conducting a quantitative study before conducting a qualitative study.

New product development

Qualitative research can be conducted as a cross-sectional study (e.g., one interaction per participant during the research period) or as a longitudinal study (e.g., multiple interactions per participant during the research period).

Four strategies for combining methodologies are common in business research:

Qualitative research can be conducted asynchronously (from multiple participants at different times) or synchronously (in real time).

Triangulation is the term used to describe the combining of several qualitative methods or combining qualitative with quantitative methods. Because of the controversy described earlier, qualitative studies may be combined with quantitative ones to increase the perceived quality of the research, especially when a quantitative study follows a