ABSTRACT
Qualitative research refers tomethodsof inquiry that generate and interpret non-numerical data, with the goal of developing detailed, in-depth understanding of the subject of study. The distinction between qualitative and quantitative methods is, on the surface at least, one of measurement. Qualitative methods generate nominal or categorical data or, in other words, data that describe the subject of study without any type of numerical valuation. The use of qualitative methods in research has a long, rich history (Denzin & Lincoln, 2000; Vidich & Lyman, 2000), and today qualitative methods are widely employed in many academic disciplines including mass communication, business, and management.
