The Importance Of Qualitative Research

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Introduction Qualitative research is a social science research that collects non-numerical data and seeks to decipher meaning from that data to help us understand social life by studying targeted groups or places. Many theorists believe qualitative methods enable researchers to obtain in-depth knowledge of human behavior, opinion, or attitude relating to individuals or a group through methods such as focus groups, individual in-depth interviews, and observation. Qualitative research methods can be used in my discipline to obtain data on the customer’s semi-trailer rental experience enabling the company to provide better equipment and service. The future for qualitative research is evolving due to continued use of technology providing researchers with new ways to obtain the needed data through outlets such as social media. According to Dance (2013), “Some of the major areas of qualitative research that are in the middle of a revolution are interpretation, evaluation and representation. Computers and the Internet have changed the way researchers organize and manage their data”.
Qualitative Methods and Tools Qualitative research is distinguished by its aims, which relates to understanding an aspect of social life, and its methods which generate words rather than numbers for data analysis. Furthermore, the methods used in qualitative research aim to answer questions about the what, how, and why of a phenomenon (Bricki & Green, 2009, p. 3). According to Sofaer.
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