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In any situation where something can't be measure Quantitatively.

These situations are very numerous in the Psychological sciences where things are rarely reduced to numbers.

Emotions are a good example. Understanding or building a test on what a person is feeling needs to be done in a qualitative way.

Possible Brain Scan Scenario:

What Emotions do you feel when viewing this picture?

The Researcher would not only collect data on the subjects qualitative answers, but also he would chart down qualitative and quantitative data about the brain scan itself.

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Q: What circumstances might a researcher seek to collect qualitative data?
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