What is the primary focus of qualitative research?

Qualitative research is primarily concerned with exploring and understanding the subjective experiences, emotions, and perspectives of individuals. It seeks to gain insights into how people perceive and interpret their experiences, providing a rich, detailed understanding of social phenomena. This form of research often employs methods such as interviews, focus groups, and observations, which allow participants to express themselves in their own words, capturing the nuances of human behavior and interaction.

In contrast, options emphasizing statistical significance, quantitative data, or larger sample sizes pertain more to quantitative research methodologies. These approaches are generally focused on producing measurable outcomes, often through large-scale data collection and statistical analysis to establish patterns or correlations. While these methods are valuable in their own right, they do not delve into the in-depth, personal insights that qualitative research aims to uncover.