qualitative
KWOL-ih-tay-tiv
/ˈkwɒlɪtətɪv/
Relating to, measuring, or measured by the quality of something rather than its quantity.
Qualitative research focuses on 'why' and 'how' rather than 'how many'.
The story behind the word. Derived from the Latin 'qualis', meaning 'of what kind'. It entered English in the 15th century to describe the essential nature of things, but its use in research spiked in the 20th century as a counterpoint to 'quantitative' methods.
Word relationships
- descriptive: Descriptive is a broader term, while qualitative is a specific technical term in research methodology.
- quantitative: Quantitative research relies on numerical data, statistics, and large-scale measurements.
Commonly confused with
- quality: Quality is a noun meaning excellence; qualitative is an adjective describing a type of data or analysis.
Word family
- qualitatively (adverb): In a way that relates to quality or kind rather than amount.
Collocations
- qualitative data
- qualitative analysis
- qualitative methods
- qualitative interview
Example sentences
- "Qualitative research is a situated activity that locates the observer in the world." Research methodology
- "While the sales figures are down, our qualitative feedback suggests that customers still love the brand's values." Business strategy
Memory hook
Qualitative = Quality of the story. Quantitative = Quantity of the numbers. Qualitative: The 'quality' of the experience.
When not to use
Do not use when referring to statistics, percentages, or numerical data.
Fun facts
- Qualitative researchers often use 'thick description' to capture the tiny details that numbers miss.
Related words
Explore more words
Quantify, empirical, observation, volumetric, demographic, artisanal
Take your vocabulary further with LangBlitz
Our English vocabulary app: FSRS spaced repetition, 5,000+ curated words across 119 topic groups, CEFR A1 to C2. Explore your mastery with the beautiful Vocabulary World feature.