Qualitative research emphasizes:

• A. Subjective, rich descriptions; inductive analysis; open to new theories
• B. Numerical data and hypothesis testing
• C. Manipulation of variables
• D. Large sample sizes for generalization

Answer: (A)

Qualitative research emphasizes rich, subjective descriptions and inductive analysis that can generate new theories. It aims to understand the meanings people assign to experiences and social processes, often using non-numeric data such as interviews, observations, and documents. Analysis is guided by the data itself, with codes and themes emerging from participants’ words and contexts rather than from testing a pre-set hypothesis. This approach usually involves smaller, purposive samples chosen for information-rich insights, and the goal is to provide insights that others can transfer to similar settings rather than produce broad generalizations through statistics. In contrast, quantitative research centers on numerical data, hypothesis testing, manipulation of variables, and large samples aimed at generalization.