According to Wikipedia, qualitative research is a method of inquiry
employed in many different academic disciplines, traditionally in the social
sciences, but also market research, in business and other contexts including
service demonstrations by non-profits. ("Qualitative Research," 2014)
According to the Qualitative Research Consultants Association,
qualitative research is designed to reveal a target audience’s range of
behavior and the perceptions that drive it with reference to specific topics or
issues. ("What Is Qualitative
Research?," n.d.)
I use qualitative research when developing lesson plans for my
class. In my current occupation as an
Army Junior Reserve Officer Training Corps (JROTC) Instructor, I have to tailor
each block of instruction to the level of the individual Cadet’s Leadership
Education Training (LET) level. First
year Cadets are LET I, second year Cadets are LET II, third year Cadets are LET
III and forth year Cadets are LET IV.
Each LET level requires targeted training based on the individual Cadet’s
previous JROTC experiences.
When I retired from the US Army in 2010, I immediately went to
work for my Alma Mater, Trident University International (TUI) as a Military
Outreach Liaison. In this occupation, I
also used qualitative research in the market research aspect. My job was to “sell” attendance to TUI to
military members in a four state area. I
discovered in my research, that I could reach my target audience through emails
and Social Media more effectively than “snail mail” and telephone calls.
References
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