According to Payne, (2007) qualitative research approach is a method of inquiry used

primarily in social sciences to explore and understand human behavior, experiences, and social
phenomena. Unlike quantitative research, which focuses on numerical data and statistical
analysis, qualitative research emphasizes the depth and richness of information. There are
some Features which may distinguish this approach from Quantitative Research as follows;
Exploratory Nature: It seeks to explore complex phenomena, often asking "how" or "why"
questions, Focus on Context: It studies behaviors and experiences within their natural settings,
Subjective Data: It relies on non-numerical data like words, observations, images, and
narratives, Flexibility: The research design is often open-ended and evolves as the study
progresses and Interpretive Approach: Researchers analyze data to uncover themes, patterns,
and meanings. The following are some types of methods which can be used to the collection of
data under this approach:

Interview method, according to Gibson, (2010) the interview method of collecting data
involves presentation of oral verbal stimul and reply in terms of oral verbal response. This
method can be used through personal interview and if possible through telephone interviews.
Personal interview method require a person known as the interviewer asking questions
generally in face to face contact to the other person ( at the time the interviewee may also ask
a certain question and the interviewer respond to these, but usually the interviewer initiate the
interview and collect the information). Telephone interviews, this method of collecting
information consists in contacting respondents on telephone itself, it's not a very widely used
method but plays important part in industrial survey, particularly in developed regions.

Observation method, according to Gibson, (2010) the observation method is the most
commonly used method specially in studies relating to behavioral science, in a way we all
observe things around us but this sort of observation is not scientific observation. Observation
become scientific tool and the method of data collection for the researcher when it serves a
formulated research purpose, is systematically planned and recorded and is subjected to checks
and control on validity and reliability. While using this method the researcher should keep in
mind things like what should be observed?, how the observation should be recorded?, or how
the accuracy of observation can be ensured?.

Case study method, Smith , (2010) the case study method is a very popular form of
qualitative analysis and involves a careful and complete observation of a social unit , be that
unit a person, family, an institution, a cultural group or even the entire community. According
to H. Odum the case study method is a technique by which individual factor whether it be an
institution or just an episode in life of an individual or a group is analysed in its relationship to
any other in the group. The case study method is based on several assumptions, one of the
important assumptions are ; the assumption of uniformity in the basic human nature in spite of
the fact that human behavior may vary according to situations, the assumption of studying the
natural history of the unit concerned, and the assumption of comprehensive study of the unit
concerned.

Focus group discussion method, according to Oun, (2014) this is a situation where focus
group keep a small and homogeneous group focused on the discussion of a research topic or
issue. A focus group typically bring together eight to ten qualified people for a face to face
discussion of a particular topic. Exploring how customers will respond to a new idea is one
example of when focus group research would be useful. Typically focus group are used as a
means of testing concepts, new products and messages, a focus group is qualitative research
which means you don't obtain results with percentage, statistical testing, or tables.
STRENGTHS AND WEAKNESS OF EACH METHOD ABOVE

According to Oun, (2014) each method has its strength and weakness when using it in collecting
of data, the following are some of the strength and weakness of each method;

01. INTERVIEW METHOD

The following are some of strength of interview method in the collection of data

i. More information and that too ij greater depth can be obtained .

ii. Interviewer by his own skill can overcome the resistance, if any of the respondent.
iii. There is greater flexibility under this method as the opportunity to restructure questions
is always there, especially in case of unstructured interviews.
iv. Personal information can be obtained easily under this method
v. Samples can be controlled more effectively.
vi. The interviewer can usually control which person will answer the question.

The following are some weakness of interview method in collecting of data

i. It's very expensive method

ii. Certain types of respondents such as important officials or executive or people in high
income group May not be easily approachable under this method.
iii. This method is relatively more time consuming
iv. The presence of the interviewer on the spot may over stimulate the respondent

02. OBSERVATION METHOD

The following are some of the strength of observation method in the collection of data

i. Subjective bias is eliminated if observation is done accurately.

ii. The information obtained under this method relates to what is currently happening, it's
not complicated by either the past behavior or future intentions or attitude.
iii. This method is independent of respondent's willingness as happen to be the case of
interview
The following are some of the weakness of this method

i. It's an expensive method

ii. The information provided by this method is very limited
iii. Sometimes unforeseen factors may interfere with the observational task.

03. CASE STUDY METHOD

The following are some of the strength of the case study method in the collection of data

i. This method enable the researchers to Trace out the natural history of the social unit.
ii. It helps in formulating relevant hypothesis along with the data which may be helpful in
testing them.
iii. This method facilitates intensive study of social unit which is generally not possible to
other methods.
iv. This method makes possible the study of social change.

The following are some of the weakness of this method in the collection of data.

i. Case study method can be used only in a limited sphere, it's not possible to use it in case
of big society.
ii. Case study method is based on several assumptions which may not be very realistic at
times, and as such the usefulness of case data is always subject to doubt.
iii. It consume more time and require a lot of expenditure.

04. FOCUS GROUP METHOD

The following are some of strength of this method in collecting of data

i. Focus group can be coordinated, conducted, and analysed within a relatively short time
period.
ii. Probing and clarification of participant's comments are easy to do in the focus group
environment.

The following are some weakness of this method in collecting of data

i. Focus group can be difficult, depending on the definition of qualified participants
ii. Participant's response are not independent, they are generally offered in the context of
a group's conversation.