What is the primary focus of qualitative research in sociology?

The primary focus of qualitative research in sociology is on understanding the underlying meanings and motivations of individuals. This approach emphasizes exploring the social world through in-depth interactions, interviews, observations, and analysis of textual or visual materials to gain insights into people's experiences, thoughts, feelings, and behaviors. Qualitative research seeks to uncover how individuals interpret their experiences and the social context that shapes their perspectives, allowing researchers to delve deeply into complex social phenomena.

This approach contrasts with quantitative research, which is more concerned with numerical data and statistical analysis. Qualitative research does not aim to establish generalizable patterns in the same way that quantitative studies often do; instead, it prioritizes the richness and depth of human experience, providing a more nuanced understanding of social reality. Understanding these intricate contexts is essential for comprehending how individuals navigate their lives and make sense of their social environments.