What is a primary goal of qualitative research?

The primary goal of qualitative research is to gather an in-depth understanding of social phenomena. This approach seeks to explore and interpret the meaning that individuals or groups ascribe to their experiences, behaviors, and social interactions. Unlike quantitative research, which focuses on numbers, measurements, and statistical relationships, qualitative research emphasizes context, depth, and the subjective nature of human experience.

Qualitative methods, such as interviews, focus groups, and observations, allow researchers to capture the complexity of human behavior and the ways in which people understand their world. This focus on rich, descriptive data rather than numerical analysis is why the goal of understanding social phenomena is central to qualitative research methodology.

This objective directly contrasts with approaches that aim to verify hypotheses or establish statistical significance, which are hallmarks of quantitative research. Instead, qualitative research aims to formulate new theories and insights based on the lived experiences of participants.