What is the main characteristic of qualitative research?

Qualitative research is primarily characterized by its focus on understanding human behavior, experiences, and the meanings that individuals attach to them. This approach delves into the complexities of human interactions, perceptions, and emotions, often utilizing methods such as interviews, focus groups, and observations. By prioritizing context and depth of understanding, qualitative research provides rich, detailed insights into topics that are often difficult to quantify or measure accurately with numerical data.

In contrast to the other characteristics, qualitative research does not primarily emphasize numerical data analysis, objective measurement of variables, or random sampling techniques. Instead, it seeks to capture the nuances of human experience, making it an invaluable tool for exploring topics that require a deeper understanding of individual perspectives and social phenomena.