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.[1] 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, rather
than large samples.

Qualitative methods produce information only on the particular cases studied, and any more
general conclusions are only propositions (informed assertions). Quantitative methods can be
used to seek empirical support for such research hypotheses.

First, in qualitative research, cases can be selected purposefully, according to whether or not they
typify certain characteristics or contextual locations.

Second, the researcher's role receives greater critical attention. This is because in qualitative
research the possibility of the researcher taking a 'neutral' or transcendental position is seen as
more problematic in practical and/or philosophical terms. Hence qualitative researchers are often
exhorted to reflect on their role in the research process and make this clear in the analysis.

Third, while qualitative data analysis can take a wide variety of forms, it differs from
quantitative research in its focus on language, signs and meaning. In addition, qualitative
research approaches analysis holistically and contextually, rather than being reductionistic and
isolationist. Nevertheless, systematic and transparent approaches to analysis are almost always
regarded as essential for rigor. For example, many qualitative methods require researchers to
carefully code data and discern and document themes consistently and reliably