Qualitative research is one of the two major approaches to
research methodology in
social sciences. Qualitative research involves an in-depth understanding of
human behavior and the
reasons that govern human behavior. Unlike
quantitative research, qualitative research relies on reasons behind various aspects of
behavior. Simply put, it investigates the why and how of
decision making, as compared to what, where, and when of quantitative research. Hence, the need is for smaller but focused
samples rather than large
random samples, which qualitative research categorizes data into patterns as the primary basis for organizing and reporting results. Unlike quantitative research, which relies exclusively on the analysis of numerical or quantifiable data, data for qualitative research comes in many media - including text, sound, still and moving images.
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