Qualitative research provides an opportunity for researchers to uncover detailed information about pertinent topics. Methods such as participant observation requires a researcher to continuously observe the subject, while making detailed notes about behaviors, conditions and general characteristics. This enables the development of a detailed insight into the various components of the research question.
The qualitative research approach provides an opportunity for interactivity, allowing researchers to use various investigative methods to uncover information about the subject. Qualitative research methods such as interviews allow the researcher to interact directly with the subject ,and provide an opportunity to ask follow-up questions. The questions can be redefined if the researcher discovers that the questions are not garnering enough response during the course of the interview. This flexibility enhances the effectiveness of the research method, as the researcher is directly involved in the data gathering process.
Qualitative research aims to provide a complete understanding of a subject and is therefore well-suited for multidimensional research questions. Qualitative research focuses on providing a holistic view of the subject, offering an in-depth understanding of processes---including the how, what, why, when and where of the subject. The flexibility of the research method allows the researcher to explore various channels, and to go where the subject takes them by employing a fluid research design.
Qualitative research offers a means to observe a subject in an organic setting. The researcher is able to watch how the subject behaves, to note the environment and to consider multiple variables at a time. These observations may include how a subject speaks, the language that he uses and how he interacts with his environment. Researchers essentially become a member of the society, and gain a closer insight into the subject's world.