CHAPTER 1

Introduction to Qualitative Research

Overview

Qualitative research is an art of learning from people by analyzing their perceptions, emotions, and neurophysical dynamics concerning social, cultural and personal values, and lifestyle. This is an explorative research tool used through interpersonal discussions and continuous observations of subjects in a given field of study. Qualitative research method has evolved epistemologically across positivism, empiricism, and interpretive schools of thought, which has influenced symbolic interactionism, phenomenology, and ethnographic research streams. Human interactivity, freedom of expressions, emotional manifestation, logic, and rationality in information provide insights into the research ...

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