Q: When to use a qualitative research paradigm?

The fundamental difference between quantitatve and qualitative studies is that the former includes data in numerical form while the latter doesn't. While quantitative research is more about understanding facts, qualitative research involves understanding people as they are, in terms of how they operate, live, experience, and imagine. 

Qualitative research is an exploratory scientific method of observation to collect non-numerical data. Rather than finding out numerical or measurable data as in quantitative research, qualitative research involves a description of things, related characteristics and meanings, and basic observations and interpretations. Some of the common approaches to conducting qualitative research include interviews, participant observation, and focus group discussions. Often, this approach is widely used in the political science, education, and social work fields and may also be applied to market research, business, and journalism.

The following articles will give you more in-depth knowledge about qualitative research:

• Types of qualitative research methods
• 5 Things to remember when reporting qualitative health research
• 7 Biases to avoid in qualitative research