DEFINITION Qualitative research is the naturalistic study of social meanings and processes, using interviews, observations, and the analysis of texts and images. In contrast to quantitative researchers, whose statistical methods enable broad generalizations about populations (for example, comparisons of the percentages of U.S. demographic groups who vote in particular ways), qualitative researchers use in-depth studies of the social world to analyze how and why groups think and act in particular ways (Roberts, 2022). CHARACTERISTICS According to Kalum (2023), Qualitative research is an approach to research that focuses on understanding the subjective experiences, perspectives, and meanings of individuals and groups. Some of the key characteristics of qualitative research include: Emphasis on context Qualitative research focuses on the context in which people experience and interpret events, rather than just the events themselves. This means that researchers seek to understand the so
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