•Conducting the qualitative study:
➢Qualitative researchers begin by talking with or observing people who have first hand experience with the phenomenon under study.
➢The discussions and observations are loosely structured, allowing participants to express a full range of beliefs, feelings, and behaviors.
➢Analysis and interpretation are ongoing, concurrent activities, used to guide decisions about whom to sample next and what questions to ask or observations to make.
➢The actual process of data analysis involves clustering together related types of narrative information into a coherent scheme.