Qualitative research is a type of research that focuses on understanding the meaning, experiences, and perspectives of people, rather than measuring or quantifying variables. It seeks to explore “how” and “why” a particular phenomenon occurs, providing deeper insights into human behavior, emotions, and social processes. Qualitative research is subjective and involves gathering non-numerical data, such as text, interviews, or observations. It is essential for understanding the subjective experiences of individuals and groups. Principal limitations are generalisability and potential researcher bias.
