According to the nature of research questions and desired outcome, qualitative research design has been appropriated. Such a method has been proved successful into investigating human thoughts, reflections and intentions which are the main source of data for present research. Studying opinion of major stakeholders about an event on a city image requires understanding their way of thinking, values and beliefs. All these data could not be easily quantified, simply because we could not measure ideas, especially, if in pursuit of objectiveness we maintain semi-structured or even open flow of discussion.
Qualitative research aims at exploring outer world, environment as setting for social phenomena. There are three common approaches in qualitative research
1. Analysis of group or individual experiences. Those experiences that involve life events, personal knowledge, stories and accounts
2. Analysis of interactions and communications