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Qualitative analysis
Qualitative analysis
9.1 Introduction

The first chapter of this book has briefly highlighted the key attributes of qualitative research compared with quantitative research. Qualitative researchers aim to gain an in-depth understanding of human and organizational behaviours and the reasons that drive these behaviours and their differences. In qualitative studies, this is often done through the contextualization of the research setting, where findings are explained in light of the research context and environment. Although the reasoning behind qualitative research is largely inductive, both inductive and deductive processes are at work when one conducts qualitative research.

The process of qualitative research is often an emergent one. Many aspects of the research work get adjusted as themes and other discoveries emerge during the research process. This is in ...

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