Qualitative research methodology refers to an approach that allows people to examine their experiences in depth by using specific research methods such as in depth-interviews, focus group discussions, observation, content analysis, visual methods and life stories or biographies (Hennink et al., 2011). Qualitative research methods, unlike quantitative methods, benefit different research strategies that use various **data** collection techniques, analysis and interpretation based on distinct philosophical assumptions (Creswell, 2009).