The qualitative method or qualitative research as it is also called, is a research technique or method that refers to the qualities and is used particularly in the social sciences; But according to certain sources, it is also used in political and market research. This method relies on thoroughly describing events, facts, people, situations, behaviors, and interactions that are observed through a study; and also append such experiences, thoughts, attitudes, beliefs etc. that the participants experience or manifest; therefore, it is said that qualitative research refers to qualities.
Taking into account that the qualitative method supply or provide descriptive data of those impalpable aspects of human behavior and life, such as beliefs and attitudes; In addition, this method is extremely useful to understand and interpret social problems, because they allow researchers to study the relationship or link between people, social entities and culture. The quantitative method is another research method that is used to find a mathematical approximation to understand a phenomenon or a population.
In the qualitative method, questions such as why? What? How? Are generally answered. And for what?; In other words, it looks for the meaning of things, it is also explanatory and exploratory. It should be noted that here the results obtained are very representative but cannot be projected; and uses interviews, localized observation, and focus groups as the data collection method. This technique only captures differentiating qualities but does not measure.
