Research is an extremely crucial instrument in contemporary business, as its main objective is to learn what the public wants and needs. It can help save money, by avoiding incorrect decisions, by helping to find the correct strategies. Research does not directly offer answers to questions but it can help in signifying directions, giving insights and avoiding unproductive conclusions.
Qualitative research is a kind of research tries to describe things, such as meaning, comprehension, and processes. It necessarily must go to the people or the setting where the communication occurs. The result is not as significant to qualitative research as is the process of communication. Qualitative research tries to look into into concepts, ideas, definitions, characteristics, meaning and symbols. There are various types of qualitative research and can be conducted in the form of focus groups, in-depth interviews, assessment etc. (Bordens, Kenneth S. 2007 pp. 118-123)
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