What is the primary focus of qualitative research methodologies?

The primary focus of qualitative research methodologies is to understand participants' perspectives and experiences. This approach emphasizes exploring the meanings and interpretations that individuals assign to their experiences, beliefs, and social contexts. Qualitative research often utilizes methods such as interviews, focus groups, and observations to gather in-depth insights into how people perceive and make sense of their world.

Unlike quantitative research, which seeks to quantify data and analyze it statistically, qualitative research delves into the rich, nuanced aspects of human experience. It is particularly useful in areas where understanding the context and depth of feelings, motivations, and behaviors is essential. This focus allows researchers to capture the complexity of social phenomena and generate hypotheses that can be tested in future research.