What distinguishes qualitative research from quantitative research in health communication?

Qualitative research is characterized by its emphasis on understanding the nuances of human experience, particularly concerning perceptions, feelings, and behaviors. In health communication, this approach allows researchers to gather in-depth insights into how individuals interpret health information, navigate health decisions, and experience health-related challenges. By employing methods such as interviews, focus groups, or open-ended surveys, qualitative research captures the richness of diverse human experiences and reveals the complexities that numerical data alone cannot.

In contrast, quantitative research focuses on numerical data and statistical analysis, aiming for generalizable results that can be applied to larger populations. While both types of research are valuable in the field of health communication, they serve different purposes. Qualitative research's strength lies in its ability to delve into the "why" and "how" of human behavior, rather than simply measuring outcomes or frequencies as is the case with quantitative research. This distinction underscores why the focus on experiences and perceptions is the hallmark of qualitative research.