ABSTRACT
The main aim of qualitative research is to explore and provide deeper, comprehensive and detailed description of phenomena from non-numeric data, rather than quantifying and testing hypotheses using numeric data as is the case with quantitative research. Notably, qualitative research describes and explains relationships, individual experiences and group norms. The objective of this article is, thus, to explore and describe the essence, nature and advantages of qualitative research through a systematic review of related literature. Accordingly, the types of qualitative research are: narrative design, grounded theory, phenomenological design, case study design and ethnographic design. Moreover, sampling methods under qualitative research are mainly, purposive, criterion, convenience and snowballing, while data are collected by use of interview guides/schedules, focus group discussions, document analysis and observation (non-participant or participant). Consequently, the advantages of qualitative studies include: flexibility and spontaneity (allows for the adaptation of interview items as the research progresses and need arises), does not require a large study sample, offers the opportunity to meet the respondents, encourages discussion with the participants, allows for the collection and interpretation of non-verbal cues (smiles, frowns, tears) and offers the opportunity to seek clarification and gain deeper understanding of phenomena under study. Notably, the direct involvement of the researcher provides them the opportunity to get insightful and relevant responses from the participants.