What is Qualitative Research?

Qualitative research is a robust and flexible methodology used to explore and understand complex phenomena in-depth.

Unlike quantitative research, qualitative research dives into the rich and complex aspects of human experiences,
behaviors, and perceptions.

At its core, this type of research question seeks to answer for:

a) Why do people think or behave a certain way?

b) What are the underlying motivations and meanings behind actions?
c) How do individuals perceive and interpret the world around them?
d) This approach values context, diversity, and the unique perspectives of participants.

Rather than seeking generalizable findings applicable to a broad population, qualitative research aims for detailed
insights, patterns, and themes that come from the people being studied.

Characteristics of Qualitative Research

Qualitative research possesses the following characteristics:

1) Subjective Perspective: Qualitative research explores subjective experiences, emphasizing the uniqueness of
human behavior and opinions.
2) In-Depth Exploration: It involves deep investigation, allowing a comprehensive understanding of specific
phenomena.
3) Open-Ended Questions: Qualitative research uses open-ended questions to encourage detailed, descriptive
responses.
4) Contextual Understanding: It emphasizes the importance of understanding the research context and setting.
5) Rich Descriptions: Qualitative research produces rich, descriptive findings that contribute to a nuanced
understanding of the topic.

Types of Qualitative Research Methods

Researchers collect data on the targeted population, place, or event by using different types of qualitative research
analysis.

Each qualitative research method offers a distinct perspective, enabling researchers to reveal concealed meanings,
patterns, and valuable insights.

Ethnographic Research Method

To describe and understand cultural characteristics within human societies.

Purpose

Reviewing the Literature: Gathering existing knowledge and insights from academic and historical sources.

Method Fieldwork: Immersion in the environment where the target audience resides, living with and interacting with

subjects. Data collection through extensive observation and direct engagement.

The analysis phase aims to describe the fundamental parameters of the culture under study.
Analysis

Comprehensive descriptions of social norms, values, customs, and practices within the studied culture.
Outcomes