What is qualitative research?

Qualitative research refers to a method of exploration that concentrates on understanding human behaviors, conditions, and emotions. It is a non-statistical form of research that collects data mostly through open-ended conversations, observations, and interviews. Its primary aim is to gather in-depth information about a particular issue, problem, or phenomenon to decipher the meanings, perceptions, and personal experiences behind it. Researchers use qualitative research to help them form insights, formulate theories, and identify patterns of behavior, culture, and society. Its main strength is that it can provide a rich and detailed account of the experiences of individuals or groups, which can help to inform policy, interventions, and practices.

This mind map was published on 22 April 2023 and has been viewed 125 times.