Qualitative research is a form of exploratory research that focuses on observing and understanding people’s behavior, motivations, and experiences in depth. It involves collecting data through open-ended and unstructured techniques such as interviews, focus groups, and observations. Researchers analyze this qualitative data by identifying patterns, themes, and relationships to gain insights into complex social phenomena. Through qualitative research, researchers aim to uncover rich and detailed information that goes beyond numerical measurements, providing a deeper understanding of the human experience.

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In the twentieth century, market research interview was accepted as the main vehicle for collecting information, and survey companies blossomed. Managers had objective and systematically collected data to help them understand what people were doing with or thinking about their products.

Then after attitudinal research moved to a different level, surveys were developed to track customer satisfaction. In 21st century, computing power has become cheaper and more powerful.