Qualitative research is the method of choice when the research question
requires an understanding of processes, events and relationships in the
context of the social and cultural situation. Instead of generating
numerical data supporting or refuting clear cut hypotheses, qualitative
research aims to produce factual descriptions based on face-to-face
knowledge of individuaIs and social groups in their natural settings.
Qualitative research is useful for obtaining insight into situations and
problems conceming which one may have little knowledge.
Qualitative researchers are primarily concemed with practice and process
rather than outcomes. That is, they focus on the process that is occurring
instead of the outcome of that processo The focus is on participants'
perceptions and experiences and the way they make sense of their lives.
In that sense, qualitative research is concemed with understanding and
interpreting another person's social world through accessing their lived
experiences. Because ofthat the qualitative researcher starts his work with
two basic questions: What do I what to now? What set of techniques do I
need to find out what I want to now?
