Qualitative Data can be collected using:
3) Focus groups.
4) Pre-existing text.
Interviews and Focus groups are better when:
1) Uncertainty of what you want to know.
2) Topic Complexity.
3) Designing/testing the survey. (people may interpret your question differently)
4) When people can't really say what they want.*
Interviews are better than Focus groups when:
1) Topic is sensitive.
2) Don't want people to get influenced by other people's comments.
Up to page 12.