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Qualitative Research

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Qualitative research explores participants' beliefs, attitudes and understanding of the world. These are research studies that are interested in why someone does something as opposed to how many do it.

Qualitative research often employs focus groups or interviews to capture data. This does not collect numerical data but large transcripts capturing what the participants said, how they said it and their behaviour. An example of a study might explore why participants are reluctant to take a vaccine in a particular area.