What distinguishes qualitative research from quantitative research?

Qualitative research is characterized by its focus on understanding concepts, experiences, and the meanings that individuals attach to them. This approach is particularly valuable for exploring complex phenomena, providing insights into the lived experiences of individuals or groups. Unlike quantitative research, which often deals with numerical data and statistical analysis, qualitative research emphasizes depth and context, allowing researchers to capture the richness of human experience.

This focus enables qualitative researchers to delve into how individuals interpret their experiences, the context around those interpretations, and the social or cultural factors that influence them. By utilizing methods such as interviews, focus groups, and content analysis, qualitative research seeks to provide a comprehensive understanding of human behavior and social phenomena. This distinctly narrative nature sets it apart from the structured and often numerical focus found in quantitative research, which typically aims for generalizability and measurement of variables.