Qualitative research is generally subjective and
involves words rather than numbers. It looks at
feelings, opinions and emotions and is concerned with
trying to explain why rather than what or how many. It
tends to be inductive, which means a hypothesis can
be developed through the research. It tries to explain
differences, relationships or causality. Qualitative
data can also produce quantitative data, for example,
you may record how many people said that they like
playing sport because they can spend time with their
friends.