Qualitative methods focus on understanding human behavior and experiences through non-numerical data. This approach often involves interviews, focus groups, and observations, allowing researchers to gather in-depth insights into people's thoughts, feelings, and motivations. It is particularly useful in exploring complex social phenomena and generating hypotheses. In contrast, quantitative methods emphasize numerical data and statistical analysis. Researchers use surveys, experiments, and existing data to quantify variables and identify patterns or relationships. This method allows for generalization of findings across larger populations and is often used to test hypotheses and measure outcomes in fields like psychology, sociology, and market research.