Thematic analysis for research is a kind of qualitative research in which theme-based research is carried out by the researcher. Qualitative research refers to the meanings concepts definitions characteristics metaphors symbols and descriptions of things. Qual Pros Cons Quantitative Research Research Methods Research Skills Unlike quantitative research it studies relatively small samples of respondents and rarely if ever uses statistical methods for data. . Ethnographers study human cultures and societies by living among the people they study by immersing themselves within the group in a process called participant-observation. The gathering of visible data to retort a research question utilizing mathematical computational or statistical methods is known as quantitative research which when compared to qualitative research is much more valuable and accurate. This trend has roots in the development of the New Leadership School Conger 1999.