Qualitative Research
Qualitative research is an approach to inquiry that emphasizes understanding human experiences, meanings, and perspectives.
Instead of measuring variables with numbers, it focuses on words, stories, images, and interpretations. It is often exploratory and inductive, aiming to uncover how and why people think, feel, and act in certain ways within specific contexts.
Key Features
Naturalistic
Studies real-world settings without manipulating variables. It captures life as it is lived.
Contextual
Considers cultural, social, and personal backgrounds. Context is crucial to meaning.
Interpretive
Seeks to understand participants’ perspectives. Reality is socially constructed.
Holistic
Focuses on complex, interconnected aspects of human experience rather than isolated variables.
Flexible
Uses open-ended methods such as interviews, focus groups, or observations. The design evolves during the study.
Why Use Qualitative Research?
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Exploration To explore new or under-researched topics where variables are unknown.
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Depth To gain rich, in-depth insights into human behavior and emotion.
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Contextualization To complement quantitative findings with contextual explanations ("putting meat on the bones").
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Theory Generation To generate theories grounded in lived experience (Grounded Theory).
Common Applications
Education
Exploring students’ learning experiences and classroom dynamics.
Health
Understanding patient perspectives and barriers to care.
Business
Investigating consumer motivations and UX research.
Social Sciences
Studying culture, identity, inequality, and social interactions.
Interactive Reflection
👉 Think about your own research topic:
How might a qualitative approach help you understand your problem differently compared to a quantitative approach?