Qualitative

This term is generally related to research findings or observations that are not conclusive as they can not be measured in a numerical fashion. Instead the data being measured is intangible or objective data, such as peoples' attitudes and opinions.
 * __Qualitative__**


 * //An example of this in relation to interactive design would be to measure the aesthetic appeal of a website design. You can only obtain information on how people felt about it and what they liked/disliked about it. This cannot be measured through a statistical or quantitative analysis.//
 * //Another example would be measuring the level of ease that the user experienced while using a particular website.//

These observations do not involve measurements and numbers, relating instead to people's attitudes, feelings and behaviours.

A. Participant observation B. Nonparticipant observation C. Interviews D. Surveys E. Collection of artifacts, documents and demographics
 * Qualitative data is collected by numerous means that include:**
 * Stream-of-behavior chronicles
 * Interaction analysis protocols
 * Group
 * Key informant
 * Career and life histories
 * Confirmation surveys
 * Participant-construct surveys
 * Projective tests

A. Thick, descriptive accounts of what is being studied B. Intensive investigation over time C. Use of multiple approaches, triangulation D. Participant corroboration E. Thorough descriptions and appropriate development of selection and design F. Introspective and reflective account of the researcher's experiences
 * The Benefits of qualitative study include:**


 * //Source:**

"Definitions." The Museums, Libraries and Archives Council. Jan.30.08. http://www.mla.gov.uk/webdav/harmonise?Page/@id=73&Document/@id=18423&Section%5B@stateId_eq_left_hand_root%5D/@id=4332&print=print#2

Preissle, Judith. "Qualitative Design: An Introduction."The University of Georgia. Jan.30.08. [|http://72.14.205.104/search?q=cache:4bSu2CUgov4J:qualitativeresearch.ratcliffs.net/judeoutline.pdf qualitative design&hl=en&ct=clnk&cd=1&gl=ca]

"Marketing Research Glossary of Terms." [|http://www.rigneyassoc.com/glossary3.html]