Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the socialsciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behaviour and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what,where, when. Hence, smaller but focused samples are more often used than large samples.
In the conventional view, qualitative methods produce information only on the particular cases studied, and any more general conclusions are only propositions (informed assertions). Qualitative methods can then be used to seek empirical support for such research hypotheses.
