Qualitative methods

Encyclopedia of Psychology, Apr 06, 2001 by Timothy E. Moore

Another important application of qualitative research is in the study of new areas of interest, or topics about which not very much is known. Qualitative research usually yields a lot of information. In contrast with quantitative research, the information gathered by qualitative researchers is usually broadly focused. This means that qualitative methods can yield information about the major factors at play, highlighting areas that might warrant more in-depth quantitative study. Although many researchers believe quantitative methods to be superior to qualitative methods, the two are probably best seen as complementary. Qualitative research can suggest what should be measured and in what way, while controlled quantitative studies may be the most accurate way of doing the actual measuring.