An overview of qualitative research methodology and methods.

Albert Einstein famously said – ‘not everything that counts can be counted’.
So, when deciding what research method, you should use, ask yourself, is this something that I can count? If not, then you probably need a qualitative research method.

As a rule of thumb, qualitative research answers questions about why and how?

Let’s take an example - you want to understand why teenagers in Sierra Leone choose to wear jeans. You can investigate this by interviewing teenagers and asking them why they choose to wear jeans. You may also decide to observe the teenagers as they buy clothing and listen to their conversations. They might say things like this will be so cool for wearing to college. Their discussions will give you insights into why they choose this type of clothing. You may also read clothing magazines or review market research reports. Observation, interviews, document and literature reviews are qualitative methods.
qualitative research methodology focuses on generating meaning and understanding through rich descriptions. It integrates more subjective human experience rather than just focussing on purely objective external reality.

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