what are qualitative observations

Qualitative observation is a research method where the characteristics or qualities of a phenomenon are described without using any quantitative measurements or data. It involves directly observing and studying research participants behaviors, actions, and experiences, making it a valuable research method to gain insights into the subjective aspects of a given phenomenon. Qualitative observation primarily focuses on understanding the observed behavior or event’s meaning, context, and nuances. Qualitative observation involves collecting data using the researchers five senses, sight, smell, touch, taste, and hearing. It is often used in fields like social sciences, education, healthcare, marketing, and design. Qualitative observation enables the researcher to observe, interact and gain a rich picture of participants in their natural environment. Qualitative observation is inductive as the researcher is immersed in the research alongside the participants, and the researcher establishes new questions as the study progresses. Qualitative observation is subjective in nature, and it focuses on the characteristics and qualities of the variables rather than the numerical value. Qualitative observation is a great choice of research method for some projects, but it definitely has its share of disadvantages to consider.