section_path: Research methods/Qualitative research
section_name: Qualitative research
paragraph_text: Qualitative research
  
  Qualitative research is often designed to answer questions about the thoughts, feelings, and behaviors of individuals. Qualitative research involving first-hand observation can help describe events as they occur, with the goal of capturing the richness of everyday behavior and with the hope of discovering and understanding phenomena that might have been missed if only more cursory examinations are made.
  
  Qualitative psychological research methods include interviews, first-hand observation, and participant observation. Creswell (2003) identified five main possibilities for qualitative research, including narrative, phenomenology, ethnography, case study, and grounded theory. Qualitative researchers sometimes aim to enrich our understanding of symbols, subjective experiences, or social structures. Sometimes hermeneutic and critical aims can give rise to quantitative research, as in Erich Fromm 's application of psychological and sociological theories, in his book Escape from Freedom, to understanding why many ordinary Germans supported Hitler.
  
  Just as Jane Goodall studied chimpanzee social and family life by careful observation of chimpanzee behavior in the field, psychologists conduct naturalistic observation of ongoing human social, professional, and family life. Sometimes the participants are aware they are being observed, and other times the participants do not know they are being observed. Strict ethical guidelines must be followed when covert observation is being carried out.