What is the primary focus of qualitative research?

The primary focus of qualitative research is to understand concepts, experiences, and the meanings that individuals or groups assign to them. This type of research is inherently exploratory and aims to provide insights into social phenomena from the perspective of the subjects involved. By engaging with participants through methods such as interviews, focus groups, or open-ended surveys, qualitative research captures rich, detailed narratives that help uncover underlying themes, motivations, and emotions that shape behavior and thought processes.

In contrast, understanding numerical data is typically the domain of quantitative research, as it involves statistical analysis and measurement. Examining existing literature refers to a review process that may serve as a preliminary step in research but is not the central focus of qualitative inquiries. While conducting surveys can be part of qualitative research, they are usually structured to gather numerical data unless designed as open-ended to allow for deeper insights. Thus, the essence of qualitative research lies in its ability to delve into the complexities of human experience and perception rather than merely measuring or quantifying them.