BMJ What is qualitative research?
Qualitative research methods have increasingly been used in health services and pharmacy research. Qualitative research methods are commonly used to understand processes, structures and meaning that inform the action, and describe, explain, and explore, for example, patients’ experiences, perceptions, and feelings. Qualitative research methods used in pharmacy research include observation, interviews, focus groups, qualitative questionnaires, and document analysis. Is a qualitative approach appropriate to your study, should you use a quantitative approach or maybe a mix both? Understanding differences between qualitative and quantitative research, as well as familiarizing with different qualitative research methods is important when considering the method of choice to your own research.
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