Qualitative is collecting, analyzing, and interpreting data by observing what people do and say. Whereas, quantitative refers to counts and measures of things, qualitative refers to the meanings, concepts, definitions, characteristics, metaphors, symbols, and descriptions of things.
Qualitative is much more subjective than quantitative and uses very different methods of collecting information, mainly individual, in-depth interviews and focus groups. The nature of this type is exploratory and open-ended. Small numbers of people are interviewed in-depth and/or a relatively small number of focus groups are conducted.
Qualitative analysis involves a continual interplay between theory and analysis. In analyzing qualitative data, we seek to discover patterns such as changes over time or possible causal links between variables.
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