The role of qualitative methods in social research: analyzing phenomena beyond numbers

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Purpose: The paper aims to explore the role and significance of qualitative methods in the research process, particularly focusing on their ability to interpret and understand complex social phenomena. It highlights the complementarity between qualitative and quantitative approaches and their joint use in comprehensive research. Design/methodology/approach: This paper utilizes a theoretical approach to describe and analyze qualitative research methods, including observation, interviews, and group discussions. The discussion is grounded in a comparison with quantitative methods, emphasizing the interpretive and subjective aspects of qualitative research, which allows for a deeper understanding of phenomena. Findings: The paper finds that qualitative methods play a crucial role in providing insights into phenomena that cannot be quantified. It highlights the importance of qualitative research in building theories from observed experiences, the value of respondents’ personal experiences, and the essential interaction between researchers and participants. The findings also support the argument that qualitative and quantitative research are complementary, and using both approaches can enhance research outcomes. Research limitations/implications: The paper acknowledges that purely qualitative research may lack generalizability due to its focus on individual or small group data. It suggests future research should continue to integrate both qualitative and quantitative methods to enhance the validity of the results. Practical implications: While not directly aimed at providing commercial or economic recommendations, the findings emphasize the importance of incorporating qualitative methods in research processes to gain richer, more contextually grounded insights that can inform policy- making, social programs, and educational practices. Social implications: The research can influence public attitudes by promoting a more nuanced understanding of social phenomena. It underscores the value of qualitative research in capturing human experiences and behaviors, which could be used to inform social policy and educational reforms. Originality/value: This paper contributes to the field by offering a comprehensive exploration of qualitative research methods, highlighting their relevance in capturing the complexities of social phenomena. It is of value to researchers in social sciences, education, and policy development who seek to integrate qualitative approaches into their research methodologies. Keywords: qualitative research, observation, interviews, social phenomena, research methodology. Category of the paper: Research Paper, Conceptual Paper.