Which research type focuses primarily on subjective data and theory generation?

Qualitative research is focused on gathering subjective data, allowing researchers to explore complex phenomena through the experiences, opinions, and emotions of individuals. This type of research is typically exploratory, aiming to generate theories and insights rather than simply testing predefined hypotheses. Through methods like interviews, focus groups, and open-ended surveys, qualitative research provides depth and context, making it particularly valuable for understanding human behavior in various settings.

In contrast, quantitative research is primarily concerned with numerical data and statistical analysis, which does not delve into the subjective aspects that qualitative research seeks to uncover. Secondary research involves analyzing existing data that has already been collected by others rather than generating new insights from original data. Primary research refers to the collection of new data directly from sources but can be either qualitative or quantitative depending on the methods employed. Thus, qualitative research stands out as the approach that emphasizes subjective data and theory generation.