In qualitative research, what is often the primary source of data?

In qualitative research, interviews and conversations serve as the primary source of data because they allow for an in-depth exploration of individuals' thoughts, feelings, and experiences. This method of data collection is focused on capturing the complexities of human behavior and social phenomena, providing rich, detailed narratives that can reveal the meanings people assign to their lives and interactions. By engaging directly with participants, researchers can gather nuanced insights that are difficult to obtain through quantitative measures or standardized instruments.

The emphasis in qualitative research on the subjective experiences of individuals makes interviews and conversations particularly valuable, as they encourage open-ended responses that can lead to unexpected and significant findings. This approach contrasts with other methods, which may be more rigid or structured and therefore might miss the deeper social contexts and emotions underpinning human behavior. Qualitative research is fundamentally about understanding social realities from the actors' perspectives, making interviews and conversations central to its methodology.