What is the main feature distinguishing qualitative research from quantitative research?

The main feature that distinguishes qualitative research from quantitative research is its focus on in-depth understanding. Qualitative research seeks to explore the meanings, experiences, and interpretations that individuals attach to social phenomena. It emphasizes capturing the richness of human experience, often through methods such as interviews, focus groups, and participant observation. This approach aims to provide insights into how people think and feel about a subject, enabling researchers to gain a deeper understanding of complex issues and the context surrounding them.

On the other hand, quantitative research relies on numerical data and statistical analysis to draw conclusions. It emphasizes measuring variables and establishing patterns through tools such as surveys and experiments, which can lead to generalizable findings across larger populations. While both research methods are valuable, their distinct objectives and methodologies highlight the qualitative research's unique contribution to understanding social behaviors and cultural phenomena.