Qualitative research and motivation research

Date of publication: August 1, 1986

Author: Peter Sampson


Qualitative research is usually exploratory or diagnostic. It involves small numbers of people who are not sampled on a probabilistic basis. They may. however, be selected to represent different categories of people from a given target market or section of the community. In qualitative research no attempt is made to draw hard and fast conclusions. Motivation or motivational research is not synonymous with qualitative research. Very often, motives are sought and explored by qualitative techniques, but these techniques are used for a wide range of purposes other than being concerned with motives.

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