¶ … grounded theory, phenomenological research, ethnographic research, and historical techniques. The main focus of qualitative research approaches is to find meaning and several realities. As a result of this focus, qualitative sampling is based on acquiring enough and suitable information. Despite of the differences in the types of qualitative research, the approaches are founded on a holistic worldview that incorporates several concepts. Some of the major ideas that are the basis of these approaches include the absence of a single reality, reality is founded on perceptions that vary for every individual and change over time, and findings have meanings only within a specific context or situation (Remshardt & Flowers, 2007). Ethnographic research is a naturalistic inquiry form that seeks to see the world through eyes of the members of a culture and file social interactions among these members. In contrast, grounded theory is based on the principle that a researcher should enter a research area once it has been identified. These two approaches have certain similarities including their effectiveness in consumer behavior...
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