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Qualitative research methods are used for making deeper analyses in contrast to quantitative methods. The objective is to explain behaviour in more details and to provide an answer to the question "Why?"
They are used when doing research on complex occurrences/problems that cannot be encompassed by structural questionnaire, i.e. when there is a need for more comprehensive and wider representation of some occurrence/problem. Their objective is to understand motifs and demands of target groups as well as to determine the factors that can influence their decisions.
Research based on qualitative methods is conducted on a small sample of respondents who are distinguished by characteristics important for the topic of the research. These groups of respondents are formed on the basis of selection questionnaires.
Ninamedia research conducts various qualitative research methods. The most applied methods are: