How is qualitative research defined?

Qualitative research is defined as the collection and analysis of non-numerical information to understand opinions, concepts, and experiences. This approach focuses on exploring the underlying reasons, motivations, and feelings behind human behavior rather than quantifying data. It employs methods like interviews, focus groups, and open-ended surveys to gather insights that provide a deeper understanding of participants' thoughts and perspectives. By emphasizing narrative and thematic data, qualitative research allows researchers to interpret complex social phenomena and gain rich insights that inform both theory and practice in various fields, including media and production.

The other options reflect different types of research methodologies: quantitative research, which deals with numerical data and trends; literature reviews that rely solely on existing studies without generating new primary data; and big data analysis, which looks for patterns within large datasets. These methodologies differ fundamentally from qualitative research in their objectives, methods, and types of data they work with.