Overview

The author highlights the importance of maintaining rigour and depth in qualitative research while leveraging digital tools to overcome traditional challenges like scalability, data volume, and time constraints. The textbook is tailored for a wide-ranging audience with varying levels of expertise in qualitative research. Undergraduate and postgraduate students in fields like social sciences, business, healthcare, and education will benefit from foundational and advanced concepts. Experienced qualitative researchers seeking to incorporate digital tools into their methodologies will find practical and theoretical insights. Secondary audience include industry practitioners in market research, strategic consulting, and policy analysis can use the book to enhance the strategic application of qualitative research in real-world scenarios. Non-traditional researchers as individuals exploring qualitative methods for creative, journalistic, or advocacy projects are also addressed. The book serves as a core text for courses on qualitative research methods, providing step-by-step guidance and real-world examples. It offers actionable insights for implementing digital tools in qualitative studies, from data collection to visualization. The text underscores the role of qualitative research in strategic decision-making across disciplines.

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