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Qualitative research is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem, and helps develop ideas or hypotheses for potential follow-up quantitative research. It is an exploratory social inquiry and research.
It is a non-numerical methodology and, therefore, does not retain empirical statistical significance. Data is collected and analyzed with very little technological intervention, other than traditional recording methods.
Participant observation (travel, mingling)
Non-empirical data collection (books, culture, music, travel)
Data Collection &
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