Interviews and focus groups are essential tools of qualitative research. This guide shows students and early-career researchers how to prepare for and conduct interviews and focus groups. This book ...

Elite interviewing is a specialised branch of qualitative research that focuses on engaging individuals who wield significant influence, possess specialised expertise, or hold critical decision-making ...

Walt Whitman wrote, “I am large, I contain multitudes.” In qualitative social science, this applies as both a celebration of what makes us human and as a warning of the limitations of using artificial ...

Research is the backbone of society's progress. Without it, there would be no new drugs, tech, etc. Basically, every trace of human progress could grind to a halt. However, research is only as good as ...

Quantitative and qualitative data research are fundamental methodologies for marketers seeking to understand consumer behavior, preferences and trends. Each approach offers unique insights, and ...