qualitative research
a method of research that produces descriptive (non-numerical) data, such as observations of behavior or personal accounts of experiences. The goal of gathering this qualitative data is to examine how individuals can perceive the world from different vantage points. A variety of techniques are subsumed under qualitative research, including content analyses of narratives, in-depth interviews, focus groups, participant observation, and case studies, often conducted in naturalistic settings. Also called qualitative design; qualitative inquiry; qualitative method; qualitative study. Compare quantitative research.