What distinguishes qualitative research from quantitative research?

Qualitative research is distinguished from quantitative research primarily by its focus on understanding the meanings, experiences, and descriptions of individuals or groups rather than relying on numerical data. This approach seeks to explore the nuances of human behavior and social phenomena, often considering the context and capturing the richness of participants' perspectives.

Qualitative researchers use methods such as interviews, focus groups, and observations that allow for in-depth exploration of topics. The aim is to generate insights and an understanding of the complexity of human experience, rather than to quantify data for statistical analysis. This depth of understanding is what sets qualitative research apart, making it particularly valuable when exploring new ideas, feelings, or motivations that are not easily reduced to numbers.

The other options highlight aspects that are not characteristic of qualitative research; for instance, emphasizing numerical data or statistical measurement does not align with its core purpose of interpreting lived experiences and meanings. Additionally, qualitative research's reliability is not inherently greater than that of quantitative research; each approach has its own strengths and challenges in terms of validity and reliability in different contexts.