Qualitative research is research that mainly focuses on a deeper analysis of a phenomenon, using special research techniques that allow a better and more accurate understanding of the phenomenon under study. They focus on facts, measurement of data, most often answer the questions of what how much, how strongly, how often, in what part. The purpose of qualitative research – is to find out what people think how they act in a certain way, what values, beliefs, patterns, thinking patterns are behind the judgments they express or manifest certain behaviors. This research is used to gain new information to better understand the aspect being analyzed. Researchers, conducting in-depth research, collect data, on the basis of which hypotheses are collected , then the data is analyzed. When undertaking qualitative research, the researcher should try to understand the studied organization and the prevailing behavior in it by learning about the people involved , their values, symbols, emotions, etc. They are based on a conversation with the respondents , which gives them ample opportunity to speak freely.