What distinguishes qualitative research from quantitative research?

Qualitative research is distinct from quantitative research primarily because it focuses on exploring and understanding human behavior, experiences, and social phenomena through in-depth observations, interviews, and open-ended data collection methods. This approach allows researchers to gather rich, contextual insights about individuals’ thoughts, feelings, and motivations rather than relying on numerical data that can be statistically analyzed.

Unlike quantitative research, which prioritizes measurable data to draw broad conclusions and test hypotheses, qualitative research delves into the complexity of human interactions and seeks to provide a deeper understanding of social contexts. This emphasis on observation and personal experience enables researchers to capture the nuances of human behavior that are often missed in more rigid quantitative methodologies.