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