What is a key characteristic of qualitative research?

The key characteristic of qualitative research lies in its focus on qualitative data collection methods, such as interviews, focus groups, and observations. These methods are designed to gather in-depth insights into people's experiences, perspectives, and behaviors, allowing researchers to explore complex phenomena within their social context. Unlike quantitative research, which relies on numerical data and statistical analyses to discern patterns or make generalizations, qualitative research prioritizes understanding the richness of human behavior and the meanings individuals assign to their experiences.

This approach is particularly valuable in exploratory phases of research, where flexibility and context are crucial, enabling researchers to uncover nuances that might not be captured through standardized measures. As a result, qualitative research emphasizes the quality of data over quantity, providing a deeper understanding of the subject matter.