Qualitative Research
Definition
Research involving non-numerical data, often used to understand concepts or experiences.
Example
A researcher wants to better understand the experiences of teenagers who start vaping. The research conducts interviews and surveys to identify common themes in order to gain a better understanding of those experiences.
Qualitative research is often used to develop theories. Often, the components of those theories can then be tested using quantitative methods.
Why It Matters
Qualitative research helps us understand the “why” behind people’s actions, thoughts, and feelings. It’s especially useful when exploring new or complex topics where numbers alone don’t tell the full story. By focusing on personal experiences and meaning, qualitative research adds depth and context to what we know.