What characterizes qualitative research methods in communication studies?

Qualitative research methods in communication studies are primarily characterized by their focus on understanding human behavior, emotions, and experiences. This approach utilizes in-depth interviews, focus groups, and other interactive techniques to gather rich, detailed insights into participants' perspectives and feelings. By prioritizing the subjective aspects of communication, qualitative methods allow researchers to explore complex social phenomena in ways that numerical data analysis cannot capture.

The essence of qualitative research lies in its depth rather than breadth. While quantitative methods often seek to generalize findings through statistical analysis of numerical data and large sample sizes, qualitative methods delve deeply into specific contexts, beliefs, and motivations. This enables researchers to gain a comprehensive understanding of the nuances of human interaction and communication processes, revealing the intricacies of how people interpret and construct meaning in their lives.