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Qualitative research deals with data collected in narrative form which requires an in-depth knowledge in selecting appropriate sampling techniques and data collection methods. Unlike quantitative studies, non- probability sampling techniques are used in qualitative studies to enhance information richness. Sample size is not determined using statistical formula, but is based on the principle of data saturation and the type of qualitative study methodology. Qualitative studies adopt flexible data collection plans which may evolve as the study progresses. Observation, in-depth interviews and focus group discussions are the primary data collection methods in qualitative studies.