Ask AI: Defend qualitative methodology

Qualitative methodology is an invaluable approach for social science research as it focuses on obtaining knowledge and understanding of the “why” and “how” of a phenomenon or topic. It provides an in-depth insight into the context and meaning of a given issue, as well as the experiences, opinions and behaviors of those involved. It often combines multiple methods, such as interviews, focus groups, observations and surveys, to uncover a variety of perspectives and voices, rather than relying on a single method. Qualitative methodology is also well-suited to emerging topics, where there is limited knowledge available, as it can help explore a topic in its early stages. Finally, it can provide researchers with a greater understanding of the lived experience of a phenomenon or topic, offering opportunities to uncover rich and unexpected information, which can inform and guide interventions or further research.