What is the focus of qualitative research compared to quantitative research?

Qualitative research emphasizes understanding human experiences and the meanings individuals attach to those experiences. It seeks to explore the depth and complexity of human behavior, thoughts, and feelings, often through methods such as interviews, focus groups, and open-ended surveys. This approach is aimed at capturing nuanced insights and personal narratives that cannot be easily quantified.

In contrast, quantitative research focuses on numerical data and statistical analysis, seeking to establish patterns, test theories, and make predictions based on measurable variables. While quantitative research is valuable for assessing the extent of phenomena and drawing generalized conclusions, it does not typically capture the rich, subjective experiences that qualitative research aims to explore. Therefore, the correct choice highlights the core aspect of qualitative research: it centers on personal experiences and insights, providing a deeper understanding of people’s perspectives and the context surrounding their actions and decisions.