ABSTRACT
This chapter examines qualitative research methodology in social sciences through interpretivist and constructivist lenses. It emphasizes exploring social phenomena in depth, focusing on context, meaning, and lived experiences. Key qualitative methods – including in-depth interviews, focus groups, ethnography, and case studies – are described, highlighting the importance of researcher reflexivity and flexibility in design. The chapter also addresses how traditional qualitative practices are being extended into digital realms: examples include digital ethnography, where online communities serve as field sites, and the use of computer-assisted qualitative data analysis software (CAQDAS) to code and analyze text or multimedia data. Throughout, the chapter discusses the unique ethical and practical considerations that arise when qualitative research moves to virtual platforms like social media.
