Chapter Summary

This chapter provides a rationale for qualitative approaches and introduces interviews, focus groups and observation as three specific methods. Basic approaches to coding qualitative data are also outlined.

Chapter Objectives

This chapter will help you:

• List the advantages and disadvantages of qualitative research methods.
• Compare and contrast qualitative methods with quantitative methods.
• Explain, with examples, how to conduct the major methods of qualitative research.
• Compare and contrast online qualitative methods with traditional qualitative methods.
• Explain, with examples, the basics of coding qualitative data.
• Identify and discuss potential ethical issues with interviews, focus groups, ethnography, and unobtru­sive measures.