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 📚

  1. In-depth Interviews
  2. Focus Groups
  3. Case Studies
  4. Observational Research
  5. 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.

Qualitative Research Methods
Data Analysis