Qualitative research enables researchers to study the context, complexity, and
ambiguity of a phenomenon (Cassell et al., 2006; Milliken, 2001). It provides a systemic
view of a situation or problem with an unlimited number of variables and their links
(Gummesson, 2007). Consequently, qualitative research frequently encompasses
multiple methods in order to extract narratives of people’s views of reality and to create
text from words and discourses (Gephart, 2004).