Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what, where, when. Hence, smaller but focused samples are more often needed than large samples. In the conventional view, qualitative methods produce information only on the particular cases studied, and any more general conclusions are only propositions (informed assertions). Quantitative methods can then be used to seek empirical support for such research hypotheses. -------------------------------------------------
Why do we use qualitative research?
Research is a seeking process which result is generalized in order to explain for variety phenomenon. To do research, the researchers have to determine first what ‘source’ where they can collect the appropriate information. Qualitative research is an approach that is conducted to describe and analyze the characteristics of culture and human behavior from the perspective of researchers. Qualitative research provides comprehensive information about the characteristics of the social environment where research was conducted. Social life is seen as a sequence of events closely with each other which should be described fully to reflect real life actions. Qualitative research is based on a flexible strategic research and dialectic which allows detection of important topics that researchers can’t cover before. In qualitative research, a number of research questions and methods of gathering information are prepared in advance, but they can be adjusted when new information appears in the collection process. It is one of the fundamental difference between qualitative research and quantitative research....
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