Qualitative research may be defined as form of research that focuses (a) on the assessment and analysis of categorical data; (b) more on description than on explanation; (c) on the development of new tools for collecting and analyzing data; (d) on the classification rather than quantification; (e) more on valid operationalization of variables rather than exact measurement; and (f) more on effect sizes than on statistical significance. In recent advances of research methodology, the move from theories to data is much more developed than the move from information-rich data to applicable theories. If qualitative research methodology aspires to strengthen the move from data to theories, it will make a worthy contribution to our arsenal of empirical research methods. URN: urn:nbn:de:0114-fqs030258