Qualitative Research
Qualitative research explores people’s experiences, opinions, and behaviours in-depth using techniques like interviews, observations and other exploratory approaches.
Unlike quantitative research, qualitative research focuses on subjective meanings and social contexts from non-numerical data. Researchers analyse patterns and themes to uncover underlying meanings, enhancing our understanding of human experiences and theory development.
This approach generates rich, contextually grounded insights that contribute to knowledge advancement in various fields.
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