Qualitative research is primarily focused on what type of data?

Qualitative research is centered on collecting and analyzing non-numerical data, which primarily includes comments, opinions, perceptions, experiences, and insights from participants. This type of research aims to explore and understand the underlying reasons, motivations, and meanings behind human behavior and social phenomena.

In qualitative research, the data is rich and descriptive, allowing researchers to delve deeper into the nuances of a subject rather than simply measuring it through numbers. By gathering personal viewpoints and experiences, qualitative research can provide a comprehensive narrative that sheds light on complex issues, making it invaluable in fields like social sciences, marketing, and organizational behavior.

The other types of data mentioned, such as statistical, numerical, and comparative data, are more aligned with quantitative research, which focuses on measurement, counting, and statistical analysis to derive conclusions. This distinction emphasizes the qualitative approach's emphasis on context and depth rather than straightforward measurement.