Qualitative data is designed to be consistent with the assumptions of the qualitative paradigm (Hevner & Chatterjee 2010; Hirschheim & Klein 1989; Onwuegbuzie & Leech 2005). Creswell (1994, p. 1) claims that the ―qualitative study is
defined as an inquiry process of understanding a social or human problem, based on building a complex, holistic picture, formed with words, reporting detailed views of informants, and conducted with a natural setting‖. The qualitative research method stresses the importance of demonstrating how research designs emerge from a consideration of the methodology (Marshall & Rossman 1989).