Qualitative research is defined as a type of research that seeks to find answers by collecting evidence and producing findings that were not determined before. Some of the most common qualitative research methods are focus groups, participant observation, and interviews. Focus groups are crucial in collecting data with cultural norms taken into account, participant observation is taking information from people in their usual contexts, and interviewing is used for collecting data on individual thoughts, opinions, views, and background.
In qualitative research, the questions asked to find answers are open ended and appear to be flexible when compared with questions of quantitative research. Participants are given the option to choose their own responses rather than being forced to choose from a pre-determined set of answers. By having this flexibility, the answers are unanticipated by the researcher and they may be more complex and detailed in nature.
Perhaps another significant aspect of qualitative research is that it involves the beliefs, norms, and views of the local population that is involved in the research. Questions can be targeted to a specific audience or group of people who have similar characteristics, with everything from religion, gender, norms, and philosophies being used to in the answers. On the other hand, qualitative research does have its weaknesses. The number of people studied may be much less than in other research methods, the data may be much harder to compile and compare, and the questions asked are dependent upon the researchers own attributes and skills.
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