QUALITATIVE RESEARCH.

Keith Punch defined Qualitative research as ''empirical research where data are not in the form of numbers''. Empirical means that data or research is based on something that is experienced or observed as opposed to being based on theory. Data could be in the form of videos, images, or artefacts. (1)

There are several definitions for quaitative research.

- Qualitative research helps gain an understanding of underlying reasons.

- It is defined as market method.

Qualitative research is based on the disciplines as social sciences, psycology,etc. The results of qualitative methods are more descriptive and the inferences can be drawn quite easily from the data that is obtained. Also , this type of research can be combined with a quantitative research: therefore the data can be similar to quiantitative data, qualitative data consists on interviews, questionnaires with open questions in order to get more specific information.

Advantages vs disadvantages.

 Advantages.

- It is focus upon the subjective, cultural aspects of organizations.

- Answers "why" questions.

- Qualitative research provides a much more fexible approch.

Disadvantages.

- Questions can be answer with false information.

- Answers can be interpreted in different aspects.

- People prefer not to answer because they feel afraid of sharing their opinions.

Main characteristics in qualitative research.

1. Real-world Settings. 
2. Researchers play an important role, it can be work as a group or by one person.
3. Complex reasoning.
4. Importance given to the participants opinion.
5. Fexibility.