In case of the qualitative researches which are being done by various firms, the process does not include the creation of any hypothesis at the beginning. The qualitative research is aimed at the quality of the research mechanisms and not the size of the number of respondents. The quantitative method of research focuses and says that the bigger size is better. The qualitative research goes beyond the numbers and goes towards the understanding of the feeling, impressions and other features which are not just based on the quantitative data (Erickson, 2002). This generally requires extensive meetings with the target audience. The best method for the collection of data in the qualitative research is the use of the interviews. The interviews of the target audiences are being taken so as to get the required details.
The target group in case of the qualitative researches is generally small in size in comparison with that of the quantitative researches (Creswell, 2007). The qualitative researches aim at getting the quality data which can be used in the getting of the required results. Experts are generally hired by the companies who can conduct the interviews with the target group and can provide the results and analysis of the interviews taken. With the experts on board, the resulting data which are being provided to the clients after research is generally rich in in-depth analysis which cannot be generated with any quantitative methods of research.