Qualitative Research Methodology and The Role of Transcription

Qualitative research is a method of scientific investigation that is primarily exploratory in nature. It seeks to understand and interpret social interactions and human behavior by delving into the “why” and “how” of decision-making processes, rather than just “what”, “where” and “when”. This method focuses on getting a deep understanding of a specific organization or event, rather than a surface description of a large sample of a population. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research.

Qualitative research is widely used in different fields including sociology, psychology, market research, and health care to understand people’s attitudes, behaviors, value systems, culture, or lifestyles. Researchers collect data using an in-depth and flexible approach through various methods such as observations, interviews, discussions, or analysis of written documents and materials.