Qualitative research is a scientific method of observation to gather non-numerical data.[1] This type of research "refers to the meanings, concepts definitions, characteristics, metaphors, symbols, and description of things" and not to their "counts or measures. This research answers how and when a certain phenomenon occurs."[2] Qualitative research approaches are employed across many academic disciplines, focusing particularly on the human elements of the social and natural sciences;[3] in less academic contexts, areas of application include qualitative market research, business, service demonstrations by non-profits,[4] and journalism.[1] As a field of study, qualitative approaches include research concepts and methods from multiple established academic fields. The aim of a qualitative research project may vary with the disciplinary background, such as a psychologist seeking in-depth understanding of human behavior and the reasons that govern such behavior for example. Qualitative methods are best for researching many of the why and how questions of human experience,[3] in making a decision for example (not just what, where, when, or "who"); and have a strong basis in the field of sociology to understand government and social programs. Qualitative research is widely used by political science, social work, and education researchers.[5][6] In the conventional view of statisticians, qualitative methods produce explanations only of the particular cases studied (e.g., as part of an ethnography of a newly implemented government program), any general conclusions beyond the study context are considered tentative propositions (informed assertions), since the general propositions are not usually arrived at on the basis of statistical theory.[citation needed] Quantitative methods are therefore needed, to seek mathematical evidence and justification for such hypotheses for further research. In contrast, a qualitative researcher might argue that understanding of a phenomenon or situation or event, comes from exploring the totality of the situation (e.g., phenomenology, symbolic interactionism), often with access to large amounts of "hard data" of a nonnumerical form. It may begin as a grounded theory approach with the researcher having no previous understanding of the phenomenon; or the study may commence with propositions and proceed in a 'scientific and empirical way' throughout the research process (e.g., Bogdan & Taylor, 1990).