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 related to interviews, focus groups, ethnography, and unobtrusive measures.