Qualitative research is a method of inquiry that explores qualities of phenomena rather than quantifying them. It focuses on understanding context, meaning, and human experiences through open-ended approaches.
Key Characteristics 💡
- Exploratory: Ideal for uncovering new insights or hypotheses
- Subjective: Relies on interpretations and perspectives
- Flexible: Adapts to evolving research questions
- Rich Data: Uses detailed narratives, interviews, or observations
Common Applications 🌐
- Market Research: Understanding consumer behavior
- Education: Studying teaching methods or student experiences
- Healthcare: Exploring patient narratives or care experiences
- Social Sciences: Investigating cultural practices or societal trends
Popular Techniques 📚
- In-depth Interviews
- Focus Groups
- Case Studies
- Observational Research
- Content Analysis
Advantages 🚀
- Provides depth and context
- Captures complexity of human experiences
- Useful early in research for hypothesis generation
For further reading on research methodologies, visit our Research Methods Guide.