• Qualitative research is in-depth research using a range of

techniques, which aims to understand why people think, feel,

react and behave in the way that they do.
• Qualitative research on the other hand, is used to gain next level
customer insights. It’s a more in-depth way of getting to the core
of your customers and employee behaviours, emotions and
personality characteristics that quantitative research cannot
match.
• The subject can be researched in detail

• Whilst the qualitative research as the name suggests focuses

more on the aspects of quality and authenticity with not much of
the restriction of the time frame. Hence, in order to collect the
data that is authentic, measurable, and is quite detailed in nature
• Adequate causal explanations in the social sciences depend on the
in-depth understanding of meanings.contexts, and processes that
qualitative research can provide.
• Qualitative research can help researchers to access the thoughts
and feelings of research participants, which can enable
development of an understanding of the meaning that people
ascribe to their experiences.
• Qualitative methods can help researchers to understand how and
why such behaviours take place.
• May help in clarifying a less-well-understood problem, situation,
or context.
• Qualitative research is used to gain insights into people’s feelings
and thoughts, which may provide the basis for a future stand-
alone qualitative study or may help researchers to map out survey
instruments for use in a quantitative study.

Mariz Igot

Yamie Bagtong

Welyn Inoc

Glydel Sevilleno

Rosemarie Toreta