Qualitative Research
https://opentextbc.ca/researchmethods/chapter/qualitative-research/

University of Michigan - Ann Arbor

Qualitative research in the field of food science strives to understand consumer behavior and motivation. Often, these methods are used to develop a hypothesis, which can be tested through quantitative research. Traditionally, qualitative methods can provide excellent insight to consumer behavior, but the data collected can be difficult to organize and interpret. Focus groups are the most common qualitative research tool applied to understand consumer behavior and identify possible areas of focus for product development.

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