Qualitative research is a research which focuses on subjective aspects of a research problem. It is primarily used to explore social phenomena, capture the meaning that subjects assign to their experiences and understand the nature of social life.
Qualitative research involves collecting and analysing non-numerical data (e.g. text, video, or audio) to understand concepts, opinions, or experiences. Common methods include:
- In-depth interviews
- Focus groups
- Ethnographic studies
- Case studies
- Open-ended survey questions
Qualitative research is exploratory in nature and is used to understand what's behind a phenomenon rather than to measure or count it.
Comments