What is a key characteristic of qualitative research?

Qualitative research is fundamentally characterized by its emphasis on exploring and understanding the subjective experiences and meanings that individuals associate with their lives and social phenomena. This approach often involves gathering rich, detailed data through methods such as interviews, focus groups, and observations, which enables researchers to gain insights into participants' perspectives and feelings. The focus is on depth rather than breadth, aiming to capture the nuances of human experience in context. By prioritizing the meanings people attribute to their experiences, qualitative research allows for a more comprehensive understanding of complex social issues beyond mere data analysis.

In contrast, approaches that rely on large, random samples or strictly on numerical data are more aligned with quantitative research methods, which aim to generalize findings across a population and support statistical conclusions.