Qualitative research is a scientific method of observation to gather non-

numerical data, while focusing on meaning-making. This often occurs

through "case study, personal experience, introspection, life story,
interview, artifacts, and cultural texts and productions, along with
observational, historical, interactional, and visual texts." This type of
research answers questions related to why or how a certain
phenomenon may occur, rather than how often it occurs.
Qualitative research approaches are employed across many academic
disciplines, focusing particularly on the human elements of the social
and natural sciences. Outside academic contexts, areas of application
include qualitative market research, business, and service
demonstrations by non-profits, and journalism.

Qualitative research is a type of social science research that collects and

works with non-numerical data and that seeks to interpret meaning
from these data that help understand social life through the study of
targeted populations or places.
People often frame it in opposition to quantitative research, which uses
numerical data to identify large-scale trends and employs statistical
operations to determine causal and correlative relationships between
variables.
Within sociology, qualitative research is typically focused on the micro-
level of social interaction that composes everyday life, whereas
quantitative research typically focuses on macro-level trends and
phenomena.