What is the main approach in qualitative data analysis?

The main approach in qualitative data analysis revolves around understanding themes and patterns in non-numerical data. This method is distinct from quantitative analysis, which prioritizes numerical data and statistical correlations. In qualitative analysis, researchers seek to draw insights from narrative data, interviews, observations, and other forms of content that cannot be quantified easily. By identifying and interpreting these themes, researchers can gain a deeper understanding of the underlying motivations, experiences, and perspectives of the subjects involved. This approach allows for a more nuanced interpretation of complex social phenomena, making it essential in fields such as social sciences, psychology, and anthropology.