Qualitative methods form one approach in the empirical research with the aim of determining subjective information and sizes. In contrast to quantitative research [»], verbal descriptions are used instead of standardised data. As a general rule, qualitative research is based on completely or partially open, guideline-based interviews.

This allows an insight into problem fields and a deep understanding for phenomena and facts. Qualitative research enables new, creative results to be gained and hypotheses generated.

However, in comparison to quantitative research, collection and evaluation are more complex. Smaller samples are generally used for qualitative research.  If required, knowledge from qualitative research can be supplemented by means of a larger quantitative approach in order to verify or disprove the hypotheses with many varied opinions.