ACCA Performance Management (F5) Certification Practice Exam 2025 - Free Practice Questions and Study Guide

Qualitative research is distinctly characterized by its emphasis on understanding the underlying motivations, feelings, and experiences of individuals. This approach goes beyond numerical data and statistical analyses, focusing instead on exploring complex social phenomena.

In qualitative studies, researchers aim to gain insights into participants' thoughts and emotions, which can reveal deeper understanding of behaviors and attitudes. This type of research often involves methods such as interviews, focus groups, and thematic analysis, allowing for rich, descriptive data that capture the nuanced perspectives of individuals.

The focus on understanding motivations aligns with the strengths of qualitative research, which seeks to explore not only what people do, but also why they do it, adding depth to findings that can inform decision-making processes and policy development.