Qualitative evaluation refers to a research method that is focused on gathering and analyzing non-numerical data to assess the quality or attributes of a particular phenomenon, program, product, or service. Unlike quantitative evaluation which uses numerical data and statistical analysis, qualitative evaluation aims to understand and interpret the nuances, meanings, and subjective experiences associated with the phenomenon being studied.
In qualitative evaluation, researchers use a variety of data collection methods such as interviews, observations, focus groups, and document analysis to gather rich, descriptive, and context-specific data. The collected information is typically in the form of textual or visual data, which is then systematically analyzed to extract key themes, patterns, and insights.
The primary goal of qualitative evaluation is to obtain a deep understanding of the subject matter, including the underlying motivations, beliefs, values, and perspectives of the individuals involved. It allows for an in-depth exploration of complex social, cultural, and contextual factors that influence the phenomenon under investigation.
Qualitative evaluation is often used in fields such as social sciences, education, healthcare, and market research, among others. It provides valuable insights and a holistic understanding of the subject matter, which can be used to inform decision-making, program improvement, policy development, and further research.
