What distinguishes qualitative research from quantitative research?

Qualitative research is characterized by its use of non-numerical data, which allows for the exploration of concepts, experiences, and meanings in more depth. Instead of focusing on quantifying variables through numbers and statistics, qualitative research employs methods such as interviews, focus groups, and observations to gather rich, descriptive information. This approach is particularly valuable for understanding complex phenomena where human behavior, emotions, or social contexts are involved.

Quantitative research, on the other hand, relies on numerical data and statistical analysis to identify patterns, test theories, and make generalizations. The distinction in data types is fundamental; qualitative research seeks to capture the nuances of human experience while quantitative research aims for objectivity and replication through measurable data.

This difference underlines why qualitative research can provide insights into the motivations or feelings behind certain behaviors, which numbers alone might not convey. Overall, the two methods serve complementary roles in research, catering to different questions and objectives.