Qualitative Research - SAGE Publications Inc

18 The Qualitative Research methods introduced in this book are often employed to answer the whys and hows of human behavior, opinion, and experience information that is difficult to obtain through more quantitatively-oriented methods of data collection. Researchers and practitioners in fields as diverse as anthropology, education, nursing, psychology, sociology, and marketing regularly use Qualitative methods to address questions about people s ways of organizing, relating to, and interacting with the world. Despite the interdisciplinary recognition of the value of Qualitative Research (or perhaps because of it), Qualitative Research is not a unified field of theory and practice.

inductive and flexible nature. Though there are certainly a few qualitative data collec - tion and analysis techniques that are more structured and deductively oriented than others (e.g., content analysis), most research initiatives in the qualitative vein take an iterative approach.

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