What is qualitative research primarily focused on?

Qualitative research is primarily focused on gathering non-numerical data to understand ideas, concepts, and experiences. This type of research aims to delve into the underlying motivations, thoughts, and feelings of individuals or groups, rather than relying on quantitative measures. It often utilizes methods such as interviews, focus groups, and open-ended surveys to collect rich, descriptive information that can reveal deeper insights into social phenomena, behaviors, or trends.

This comprehensive approach is essential for grasping complexities that cannot be quantified easily—like emotions, relationships, and social contexts—which are crucial for fields such as psychology, sociology, and marketing. By focusing on non-numerical data, qualitative research allows researchers to develop theories and concepts that can help explain human behavior, leading to a more nuanced understanding of various subjects.