The qualitative research approach is used in circumstances where the information that has to be brought into use is unstructured and more than often without an identifiable form (Flick 2009). Qualitative approach is generally brought into use in circumstances where the achievement of the research objectives incorporates the analysis of relationships, attributes, opinions and similar elements.
Qualitative analysis generally seeks to interpret cause-and-effect correlations between the attributes of the case in hand. Underlying facts are sought and analyzed for their relevance to the research objective (Gubrium & Holstein 2002). Qualitative analysis also seeks to determine the manner in which the attributes pertaining to the research subject have evolved over time and the form within which they are currently present.
Information such as those acquired through interviews, emails, recordings, photographs, feedback forms and videos are generally brought into use in qualitative research (Kothari 2005; Yin 2003). Qualitative research allows for the interpretation and analysis of data elements beyond those that are rigidly based on facts and figures and seeks to establish conclusions on the basis of the relationships and reliance between the variables encountered during the research (Hatch 2002). The Qualitative research approach incorporates two research methods: The Inductive approach and the Deductive Approach.
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