University of Central Florida (UCF) COM3311 Communication Research Methods Practice Exam 1

Qualitative research is primarily focused on exploring underlying meanings, experiences, and patterns within the data collected. This type of research seeks to understand the complexities of human behavior, social interactions, and cultural phenomena by delving into the subjective experiences of individuals. Instead of relying on numerical data or statistical analysis, qualitative methods involve techniques such as interviews, focus groups, and observations, allowing researchers to gather rich, detailed information that reveals how people interpret their world.

The emphasis on context, depth, and understanding relationships makes qualitative research particularly effective for examining the nuances of communication, attitudes, and beliefs. This approach facilitates insights into how certain concepts are perceived and constructed in different groups or settings. Thus, the focus on underlying meanings and patterns is what distinctly characterizes qualitative research.