The ‘why’s’ and ‘how’s’ of human behaviour, opinion, and experience are frequently addressed by the qualitative research methodologies —information that is challenging to ascertain through more quantitatively-focused methods of data collecting.
To provide answers on the issue relating to how individuals organize, relate to and interact with the world. Researchers in multiple educational disciplines like anthropology, medicine, psychology, sociology, and marketing employ qualitative approaches.
An inductive and adaptable character runs across practically all types of qualitative research. Though certain qualitative data collecting and analysis methods (such as content analysis) are undoubtedly more organized and deductively oriented than others, most qualitative research projects adopt an iterative methodology. Flexibility can be included in the research design by using a theoretical sampling approach, in which a researcher modifies the sampling processes throughout the data collecting process based on incoming data.