Albert Einstein said: “Not everything that counts can be counted.”
So when deciding which research method you should use, ask yourself: Is this something I can count on? Otherwise, you will probably need a qualitative research method.

Typically, qualitative research answers questions about why and how?

Let's take an example: you want to understand why Sierra Leonean teenagers choose to wear jeans. You can investigate this by interviewing teenagers and asking them why they choose to wear jeans. You may also decide to observe teenagers as they shop for clothes and listen to their conversations. They might say things like this will be so cool to wear to college. Their discussions will give you insight into why they choose this type of clothing. You can also read clothing magazines or look at market research reports. Observation, interviews, document and literature reviews are qualitative methods.
Qualitative research methodology focuses on generating meaning and understanding through rich descriptions. It incorporates a more subjective human experience rather than focusing only on a purely objective external reality.

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