What is a qualitative research method?

• A. It uses numerical data to measure variables.
• B. It gathers detailed, descriptive data about thoughts and feelings, such as open-ended survey responses.
• C. It tests hypotheses through controlled experiments.
• D. It focuses on data from large-scale polls.

Answer: (B)

Qualitative research focuses on understanding people’s experiences, meanings, and perspectives in depth, rather than counting or measuring variables. It gathers descriptive data—words, descriptions, and feelings—through methods like interviews, open-ended survey questions, focus groups, and observations. This approach aims to uncover how participants think and feel and the context that shapes those views, providing rich, nuanced insights. That’s why collecting detailed, descriptive data about thoughts and feelings, such as open-ended survey responses, is the best fit.

In contrast, using numerical data to measure variables, testing hypotheses through controlled experiments, or analyzing data from large-scale polls are hallmarks of quantitative methods, which focus on breadth and measurement rather than in-depth meaning.