Posted: September 18th, 2017

Qualitative Observation.

Although observation as a method of data collection is used in both quantitative and qualitative research, in quantitative research it consists mainly of counting. Qualitative observation, on the other hand, must be very rich in description. Spend a half-hour in a public setting, such as a mall, a playground, or a coffee shop, and conduct a qualitative observation. Write down the details of what you see. Focus on how people interact. Note facial expressions, snippets of conversation that you overhear, and other details.

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