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Qualitative research is a non-numerical method of data collection and analysis that focuses on understanding phenomena from the perspective of participants. It prioritizes depth over breadth and aims to explore the “why” and “how” behind human behaviors and social phenomena.
Qualitative research involves collecting and analyzing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research.
This guide explains the focus, rigor, and relevance of qualitative research, highlighting its role in dissecting complex social phenomena and providing in-depth, human-centered insights. The guide also examines the rationale for employing qualitative methods, underscoring their critical importance.
Qualitative research gathers participants' experiences, perceptions, and behavior. It answers the hows and whys instead of how many or how much. It could be structured as a standalone study, purely relying on qualitative data, or part of mixed-methods research that combines qualitative and quantitative data.
Qualitative research can be defined as the study of the nature of phenomena and is especially appropriate for answering questions of why something is (not) observed, assessing complex multi-component interventions, and focussing on intervention improvement.
Qualitative research methods provide scientific tools for exploring and identifying the numerous contributing factors to an occurrence. Rather than establishing one or the other factor as more important, qualitative methods are open-ended, inductive (ground-up), and empirical.
Qualitative research is defined as an exploratory method that aims to understand complex phenomena, often within their natural settings, by examining subjective experiences, beliefs, attitudes, and behaviors. Learn more about qualitative research methods, types, examples and best practices.
Qualitative research can be defined as the study of the nature of phenomena and is especially appropriate for answering questions of why something is (not) observed, assessing complex multi-component interventions, and focussing on intervention improvement.
Qualitative Research: A type of research that focuses on collecting and analyzing non-numerical data, like text or descriptions, on gaining a deep understanding of people's experiences, perceptions, beliefs, and motivations, often through methods like in-depth interviews, focus groups, and observations, to answer "why" and "how" questions rather than "how many" or "how much.”
The entries cover every major facet of qualitative methods, including access to research participants, data coding, research ethics, the role of theory in qualitative research, and much more—all without overwhelming the informed reader.