What is the purpose of qualitative research?

Thematic analysis explained

Thematic analysis approaches are among the most flexible methods accessible to both expert and novice researchers. Thematic analysis emphasizes the data itself, enabling researchers to derive significant insights directly from their collected information.

But what is it and what role does it play in analyzing qualitative data? This section will cover the purpose of qualitative research, define qualitative data analysis, outline the thematic analysis process, and explain the necessity of thematic analysis for qualitative researchers. Through this, the significance and functionality of thematic analysis in the context of research will be clarified.

What is the purpose of qualitative research?

Qualitative research aims to understand human behavior, experiences, and the reasons that govern such behavior and experiences. Unlike quantitative research, which seeks to quantify data and generalize results from sample populations to larger populations, qualitative research focuses on understanding the depth and complexity of social phenomena, prioritizing contextualisation over generalization. This type of research is interested in the ‘how’ and ‘why’ questions, seeking to provide insights into problems, develop ideas or hypotheses for potential quantitative research, and uncover trends in thought and opinions.

Qualitative data collection methods include interviews, focus groups, and observational research, among others. Each method is chosen based on its ability to provide the most meaningful and relevant data for the research question at hand. The primary goal is to gain a detailed and nuanced understanding of people’s attitudes, behaviors, and interactions in their natural settings.