What is qualitative data primarily concerned with?

Qualitative data primarily focuses on non-numerical information that provides insights into complex phenomena. This type of data is rich in detail and context, allowing researchers to explore feelings, experiences, and social interactions in ways that numbers alone cannot adequately convey. For instance, qualitative data can emerge from interviews, focus groups, or open-ended survey responses, offering a deeper understanding of the subject matter.

This approach is particularly valuable in situations where behavior, motivations, and perceptions are central to the research question. It emphasizes understanding the "why" and "how" behind people's thoughts and actions, rather than just quantifying aspects of their experiences.

Other types of data, such as numerical values or results from scientific experiments, are more closely associated with quantitative research methodologies, which focus on measurable outcomes and statistical analysis. While these approaches provide valuable insights as well, they serve different purposes from the rich, contextual insights that qualitative data offers.