Content or thematic analysis (finding patterns in text).
To explore concepts, understand social contexts, and gain in-depth insights.
Focuses on words, meanings, and the human experience.
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The belief that reality is socially constructed and subjective. This leads to qualitative data.
Combines both to provide a "holistic" view. For example, using a survey to find a trend and then interviews to explain why that trend exists. 4. Key Components of a Robust Methodology To be considered "scientific," a methodology must detail: