I would highly, highly recommend this book to get to grips with how to apply qualitative research fundamentals (UK link soz):
https://www.amazon.co.uk/Qualitative-Research-Practice-Jane-Ritchie/dp/1446209121/ref=asc_df_1446209121/?tag=googshopuk-21&linkCode=df0&hvadid=310805565966&hvpos=&hvnetw=g&hvrand=11614005548903982887&hvpone=&hvptwo=&...