In order to provide some guidance for the researcher unfamiliar with qualitative research, this article compares quantitative and qualitative research, and introduces a number of qualitative methods. Aspects of methodological rigor are also presented as well as an example of qualitative data analysis using content analysis. Qualitative research methods explore, in a holistic fashion, the complex reality constructed by individuals in the context of their everyday worlds. Qualitative research is based on the subjective, looking at human realities instead of concrete realities of objects. When conducting a qualitative study the researcher is part of the study and is, in fact, the research instrument. The qualitative researcher embraces the ontological assumption of multiple truths, multiple realities, i.e., persons understand reality in different ways that reflect individual perspectives.