Qualitative research

Qualitative research is used to explore and understand people's beliefs, experiences, attitudes, or behaviours. It asks questions about how and why a "quality" is being measured by the research. Often the term "holistic" is used, meaning that the complexities of human behaviour are preserved in the study. Qualitative research might ask questions about why people want to stop smoking. It would not ask how many people have tried to stop smoking. It does not collect data in the form of numbers. Qualitative researchers use methods like focus groups and interviews.

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