The main aim of this paper is to set the parameters within which the study is to be conducted, specifically justifying the us\ e of qualitative research, informed by theory. This paper argues that the social world is subjective in nature and may be access\ ed through the interpretive approach provided by the people involved in the context of the study. The paper defines and distingu\ ishes between qualitative and quantitative research methodologies, explores Burrell and Morgan's framework for social resear\ ch, and presents the study's adopted methodology and methods, with the rationale for these choices.


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  1. What Are Some Similarities Between Qualitative and Quantitative Research?

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    pdf. Merriam, S. (1998). Qualitative research and case study applications in

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