an approach to inquiry that seeks to understand experiences, perceptions, meanings, and processes rather than focusing on numbers or measurable facts. It produces in-depth, rich, and nuanced data that reveal how and why something occurs. Because the information is non-numerical, it can be more complex to analyze and interpret than quantitative data. Common methods include in-depth interviews, focus groups, and observation, with data typically analyzed for emerging themes or patterns rather than statistical trends.
Example
A research team studying the impact of living with rheumatoid arthritis conducts qualitative research by holding semi-structured interviews with patients. The transcripts are analyzed to identify recurring themes such as coping strategies, emotional challenges, and barriers to treatment access. This approach helps the team understand the lived experiences behind the numbers reported in quantitative studies.