HIGHLIGHTS OF

QUALITATIVE RESEARCH
 Each day of our lives, we face
problems, either personal ones, or
those of others, of groups or
organizations. We also pose inquiries
related to some phenomena – social,
economic, political, even cultural or
historical.
WHAT IS QUALITATIVE RESEARCH?

It has, so to speak, formalized this

manner of getting at the bottom of human
situations, social phenomena or inquiries
about social behavior in daily life.
 Cresswell (1994) defines QUALITATIVE
RESEARCH
as “an inquiry process of understanding a social or
human problem based on building a complex
holistic picture formed with words, reporting
detailed views of informants and conducted in
natural setting.”
Natural setting – a home, an office, an institution or
an organization, or a community where human
behavior and events occur.
According to Locke et al (1987) the intent of
qualitative research is to understand a particular
social situation, event, role, group or interaction.
MEA