How To Measure Attitudes In Qualitative Research

Qualitative research is considered to be particularly suitable for exploratory research eg. This paper presents the findings of a qualitative assessment aimed at exploring knowledge attitudes and practices regarding family planning and factors that influence the need for and use of modern contraceptives.


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A descriptive exploratory study was conducted with married women and men aged between 15 and 40.

How to measure attitudes in qualitative research. It is primarily used to discover and gain an in-depth understanding of individual experiences thoughts opinions and trends and to dig deeper into the problem at hand. Additionally the research by Khan 49 has explained that the role of qualitative research is significant for the assessment and analysis of data in an in-depth manner. In the case of attitudes to brands for example qualitative research may determine a specific view held about the brand whereas quantitative research would tell us what proportion holds that view.

During the pilot stage of a research project for example. The focus here is on the. Overall 24 focus group discussions were conducted with male and female.

Qualitative research is conducted among smaller samples compared to quantitative research.


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