What does a qualitative research design focus on?

A qualitative research design primarily focuses on understanding human behavior and the underlying reasons, opinions, and motivations behind that behavior. This approach emphasizes gathering non-numerical data, such as interviews, open-ended surveys, observations, and discussions. The goal is to gain insights into the participants' experiences and perspectives, allowing researchers to explore complex phenomena that cannot be captured through quantitative methodologies alone.

By prioritizing qualitative data, researchers can delve deeper into topics of interest, discovering the context and meaning behind behaviors rather than just measuring frequency or statistical significance. This approach is particularly beneficial when exploring new or under-researched areas, as it provides a richer and more nuanced understanding of the social world.