Attitudes and qualitative research

As mentioned at the beginning of this chapter, in qualitative research you can only explore the spread of the attitudes. Whatever methods of data collection you use — in-depth interviewing, focus group, observation — you can explore the diversity in the attitudes but cannot find other aspects like: how many people have a particular attitude, the intensity of a particular attitude, or overall what the attitude of a person is. Qualitative methods are therefore best suited to explore the diversity in attitudes.

Source: Kumar Ranjit (2012), Research methodology: a step-by-step guide for beginners, SAGE Publications Ltd; Third edition.

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