Qualitative research is predicated on the assumption that each individual, each culture, and each setting is unique. The qualitative researcher deliberately and personally interacts with each individual in the study. Research involves holistic inquiry carried out in a natural setting. Qualitative research virtually always occurs in the field. Emphasis on studying the whole setting in order to understand reality is probably the most important characteristic of qualitative research.
People are the primary data-gathering instruments.
Many qualitative researchers use measures to collect supplemental data. Purposive , rather than random, sampling. Allows researchers to capture atypical subjects. Instead of deductive analysis, which focuses on testing preconceived hypotheses, the qualitative researcher studies the data inductively to discover unanticipated outcomes. So, first the data is gathered, then the researcher tries to develop understanding and draw conclusions.