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Qualitative Research Methods

The term qualitative methods has come to signify the analysis of language-based data in contrast to numerical data, which is seen as the domain of quantitative research. Rather than analyzing counts, scores, or averages, these methods analyze texts and communications (e.g., interviews, media reports, historical documents, conversations) in natural language form and seek patterns that can usefully describe or interpret the meanings therein. Qualitative reports tend to utilize narrative quotes from interviews, text excerpts, or rich descriptions of events to demonstrate their findings. Thus, qualitative research refers to a systematic examination of texts that demonstrate or report on events and experiences to ascertain their meaning and influence. Qualitative methods are well suited for capturing the content and context of subjective individual and complex social phenomena. ...

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