Which method is commonly used to collect qualitative research data?

Interviews and focus groups are widely used methods for collecting qualitative research data because they allow for in-depth exploration of participants' thoughts, feelings, and experiences. These methods facilitate open-ended dialogue, enabling researchers to gather rich, detailed information that captures the complexities of human behavior and opinions.

In an interview, the researcher can ask probing questions that encourage participants to elaborate on their responses, leading to a deeper understanding of the subject matter. Similarly, focus groups foster discussion among participants, producing insights from group dynamics and interactions that might not emerge in one-on-one settings.

Other methods, such as surveys with closed-ended questions, primarily yield quantitative data, lacking the depth and nuance obtained through qualitative techniques. Statistical analysis and marketing reports also focus on quantitative data, emphasizing numerical relationships and trends rather than the subjective experiences and interpretations that qualitative research aims to uncover. Thus, interviews and focus groups stand out as key tools in the qualitative research toolkit for gathering comprehensive, context-rich insights.