The focus of qualitative research is on finding the answers to questions which begin with: why? how? in what way?

While quantitative research, on the other hand, is more concerned with questions such as: how much? how many? how often? to what extent? qualitative research is concerned with developing explanations of social phenomena. It aims to help us to understand the world in which we live and why things are the way they are. It is concerned with the social aspects of our world and seeks to answer questions about:

  • Why people behave the way they do
  • How opinions and attitudes are formed
  • How people are affected by the events that go on around them
  • How and why cultures have developed in the way they have
  • The differences between social groups


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