What is a primary goal of qualitative research?

The primary goal of qualitative research is to explore complex human behavior and emotions. This approach emphasizes understanding the intricacies of human experiences, perspectives, and social contexts. Qualitative research seeks to delve into the meanings individuals ascribe to their experiences, which is often achieved through methods such as interviews, focus groups, and participant observation. By prioritizing these rich, detailed narratives, qualitative research contributes to a nuanced understanding of phenomena that often cannot be quantified or reduced to numerical data.

This method acknowledges the complexity of human behavior and embraces subjectivity as an integral part of understanding social realities. This is fundamentally different from other approaches that may focus on gathering numerical data, testing hypotheses, or aiming for objectivity, which are features of quantitative research methodologies. The emphasis on exploration in qualitative research allows for the emergence of themes and patterns that can be significant for understanding the depths of human interaction, beliefs, and emotions.