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# Qualitative Research Design and Its Difference from Quantitative Research Design Qualitative research design is a systematic plan used to study human experiences, perceptions, meanings, attitudes, behaviours, social relationships and other phenomena that cannot always be adequately expressed through numerical measurements. It is mainly concerned with understanding how and why people think, feel and behave in particular ways. Instead of reducing a phenomenon to numerical variables, qualitative research attempts to understand it in its natural and social context. It generally uses descriptive, flexible and interpretive methods to collect and analyse data. In qualitative research, the researcher is interested in the depth and complexity of a phenomenon rather than simply measuring its frequency or magnitude. The research design may evolve during the study as new information emerges. Researchers usually collect data directly from participants through interviews, observations, discussions, documents and other sources. The collected information is often in the form of words, narratives, descriptions, photographs, field notes or recordings. A qualitative research design is particularly useful when the research problem is exploratory, when little is known about a particular subject, or when the researcher wants to understand the meanings that individuals attach to their experiences. For example, if a researcher wants to understand why some students feel anxious about online examinations, a qualitative approach can explore their personal experiences, emotions, perceptions and difficulties in detail. Qualitative research is generally conducted in natural settings. The researcher attempts to understand participants within their actual social, cultural or organisational environment. Participants are usually selected purposively because they possess relevant knowledge or experience. The sample size is often relatively small compared with quantitative studies, but the information obtained from each participant can be extensive and detailed. Quantitative research design, in contrast, is concerned primarily with measuring variables and examining relationships between them through numerical data. It normally follows a more structured and predetermined research plan. Researchers formulate hypotheses or research questions, identify measurable variables, collect numerical information and analyse it using statistical techniques. Surveys, experiments and structured questionnaires are common quantitative methods. One major difference between qualitative and quantitative research design is the nature of data. Qualitative research primarily uses non-numerical ___ _________ ______ ______ ______ ____ _________ ________.
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