Qualitative Research as a Pillar for a better world

Qualitative research is a very important approach for conducting many social and business researches. Qualitive research seeks to explore social, economic and religious phenomenon. The adoption of qualitative approach in conducting research enable researchers and the readers to understand, explain, explore and discover different attitudes, values, beliefs and experiences of different research participants in their social, economic and religious environments. Qualitative research approach is rich in gathering, presenting, analysing and reporting information. Major methods of collecting qualitative data include; interviews, focus discussion groups, document reviews, observations, open-ended questionnaires and many others. Thus, qualitative research approach is flexible, offered in-depth and complete information needed to provide solutions to problems being studied. Moreso, qualitative research is very important in integrating human touch, capture changing attitudes, cost effective and relevant in solving many research challenges. Qualitative approach enables researchers to be far more speculative on the areas they choose to investigate, as well as develop a strategy on how to solve existing challenges. On the other hand, qualitative is subjective in nature as it involves human interpretation, which limits the manner in which researchers can generalise the conclusions. There is high risk of sample bias in conducting qualitative research. Data for the current research to be collected through in-depth interviews and focus groups. NVivo software to be used for data presentation and analysis. Despite challenges associated encountered in adopting and applying qualitative research is the pillar of strengths in creating a better world able to solve its own challenges.