Introduction: The Nature of Qualitative Research The word 'qualitative' implies an emphasis on the qualities of entities, processes and meanings that are not experimentally examined or measured in terms of quantity, amount, intensity, or frequency (University of Southern California, 2018).Therefore, according to Flick, Kardorff and Steinke (2004), qualitative research claims to describe life worlds 'from the inside out', from the point of view of the people who participate. By so doing it seeks to contribute to a better understanding of social realities and to draw attention to processes, meaning, patterns and structural features. Qualitative research is also a type of scientific research which in general terms, shares the following characteristics: seeks answers to a question systematically uses a predefined set of procedures to answer the question collects evidence Communication Research and Qualitative: Towards Greater Clarity in Qualitative Research in Nigeria X Rasaq M. ADISA Otega OKINONO and Sadiq MOHAMMED , Patrick UDENDE,