Why Qualitative Research

Why Qualitative Research - Chapter 1

The qualitative approach seeks to utilize variety of social settings for measurement of data that is collected. Qualitative researchers are interested in how individuals interact and respond in social settings, rituals, social structures and social roles. Qualitative researchers seek to provide an understanding of others and examine the characteristics of their participants without passing any judgement. The data obtained from participants is focused more on the qualities and attributes of what subject or topic that is being researched.

A theme most used with qualitative research is that of a symbolic interaction. Symbolic interaction focuses on the subjects understanding and their perceptions of the topic that is researched. The people, symbols and objects all assist in defining the data provided that will in turn help paint the meaning of the story.

Why do we choose this method? This method provides an additional outlook on meaning and understanding from others respected perceptions. (Berg and Lune)